As social media has become a ubiquitous part of our daily life, questions remained to bernanswered by scholars who study social movements and new communication technologies. Thisrnthesis explored the role of social media in the mobilizations of social movements. To achieve thisrngoal, the study set out to investigate the following specific objectives: explaining the factorsrnwhich increase social media usage in social movement, describing the importance of socialrnmedia in organizing social movement, describing how the content created on social mediarncauses social movements, understanding techniques activists use to mobilize citizens for socialrnmovement, examining the effectiveness of social media as a tool for communication andrncommunity mobilization and to pin point the opportunities and challenges of social media as arnsocial movement mobilization tool. A qualitative approach was employed to collect and analyzernthe data needed to address the aforementioned objectives. Accordingly, key informant interviewsrnwere conducted with 10 elites. Among which four were activists, two were journalists, and thernrest four were government officials and political party leaders. Content analysis and semistructuredrninterview were also employed for triangulation. This study was premised by thernassumption of Antonio Gramsciâ€˜s theory which assumed that the mass can put revolutionaryrnideology into practice generated from social elites and intellectuals, mainly through socialrnmedia. The study found that the development of social media in Ethiopia is very fast and in shortrnperiod of time it showed a lot of progress. It also uncovered regarding social media the motive ofrnthe government is mainly collecting revenue by giving a telecom services and currently, there isrnno policy framework in line with social media usage in Ethiopia. Hence, the government betterrninstall policy framework. This study also revealed that the contents created on social mediarnfacilitate social movements since they are emotion triggering. Finally, this study uncovered,rnsocial movements are not created by a single cause but rather by a set of grounds that arerninterrelated. From among the several factors causing social movement, the system role failurernand feeling of relative discrimination from opportunities and resources in contrast to others arernsupposed as the headlines. On one hand, the system wellbeing gaps are also underlyingrnconditions that favor social movement by creating individual grievances.