This article analyses the use of Social Media in propagation of hate messages in Kenya. It establishes the presence of hate content on social media, the extent of exposure to hate messages among social media users, explores the nature of hate messages on social media and determines the diffusion (flow and spread) of hate messages online. Social media can play a key role in advocacy of human rights, preventing atrocities like genocide, ethnic cleansing, mutinies, rebellions, and revolts, and mobilization to a course. It can also be used to span ethnic hatred, religious intolerance, radicalization, racial divisions and spreading of hate messages. By informing, educating and perhaps sometimes by deceiving, the media in any society is the epicenter of the events palpable; such is the power of the media. However, this power of the mainstream media is experiencing competition as well as boost from the social media coupled by fastgrowing technology. Inasmuch as the mainstream media is self-regulatory in various aspects, in the matter hate speech, the law is specifically in the ambit of the State. To the contrary, social media is an open field devoid of a grip of control. This coupled by vague legal framework on hate speech, has provided a fertile ground for spread of hate content. Conversely, hate speech is becoming one of the greatest tools to spur violence, mass atrocities, ethnic hatred, radicalization, and religious intolerance among other discords. This aspect needs to be taken into consideration and addressed firmly. Few studies have been carried out to address the aspect of new media technologies and hate speech.