The Publication cover is a native Ghost feature used to represent your site visually. It appears as the og:image when your site is shared on social platforms.
Go to "Design & branding" in Ghost Admin and click "Customize".
Under "Publication cover", click "Upload cover" and select your file.
Click "Save" to apply your new cover image.
If you want to use a different image for social sharing, you can set a platform-specific card:
In Ghost Admin, go to "General".
Click "Edit" under the X card or Facebook card section.
Upload your custom image and save your changes.