The presented article is devoted to the problems of technologizing the image of the regional head of the executive branch of government in the context of the massive use of new political technologies. The purpose of our study was to form an idea of the current needs of civil society for the political image of the head of the Russian region (using the example of the Kemerovo region), as well as to form an idea of modern network technologies used while creating the image of regional government institutions. In the study, based on the main methodological provisions of neoinstitutionalism, we used quantitative and qualitative methods of political analysis. Including this: intent-analysis; network analysis; sampling method based on stratified sampling; method of questionnaire survey of residents of the Kemerovo region - 823 respondents; correlation analysis in the SPSS system of questionnaires of the respondents we interviewed; expert survey. During the study, we revealed the main elements in the structure of the image of the governor of Kuzbass S.E. Tsivilev. Our research allows us to assert that at the moment the image of the governor of Kuzbass S.E. Tsivilev needs serious correction and optimization. Such optimization can be effectively implemented through using of networked political technologies.