One of the Web 2.0 technologies that has increasingly been adopted and integrated into governmental agencies is social media (SM), in order to enhance their performance. This technology is regarded as an important and powerful tool due to its ability to enable two-way communication. Despite this fact, the figures for public participation in government 2.0 are still quite low, especially in most developing states, and Saudi Arabia is no exception. The available literature on this subject suggests extensive utilisation of Web 2.0 tools and SM by the private sector, while pointing to a quite contrary scenario in the public sector. The findings of this study indicate a lack of research regarding the factors affecting the implementation of SM as part of the e-government structure in the public sector. The objective of this research is to suggest a conceptual model based on the Technology-Organisation-Environment (TOE) model from a government perspective that will bridge the gap between the present e-governments and full-blown SM adoption, with particular emphasis on Saudi Arabia’s e-government. The model introduced in this research provides a coherent framework for additional practical investigation into the use of SM. Using the qualitative method for data collection and analysis, particularly the case study approach, a study of 13 Saudi Arabian ministries was carried out through semi-structured interviews with key employees responsible for SM adoption and implementation in these ministries. The results indicate that some of these factors were observed in the Saudi environment, whereas others were less noticeable. The outcome of this research could also help the leaders in government to identify the best practices for achieving the full potential of implementing SM in government.