"Social media has, in a few years, turned the political landscape in Ethiopia on its head not only as a means of mobilising people, but also as a means of spreading rumours, hate speech and disinformation [...] What ultimately is happening is that digital media has made a more invasive, ultimately personalised form of marketing possible, which is changing political and commercial communication as a whole and with it the media landscape [...] A number of core problem areas for social media emanate out of the digital technology shift and the emergence of social media that stakeholders need to deal with now and in the future. Among them are: Broadening access to the internet; Regulation: publishing responsibility, freedom of speech and democracy; Consumer protection: data privacy, disclosure of platform data handling and advertising; Copyright of inventions and content; Overall media finance when advertising revenues are migrating to primarily Facebook and Google (incl Youtube); Media literacy in the light of hate speech, disinformation and a completely new range of disruptive, conniving marketing that with it carries both great opportunities and massive losses." (Introduction)