This study generally aims to investigate the status of Bahir Dar University studentsâ€™ social media literacy and associated factors affect developing core competences of social media literacy. A mixed method design was employed in the study. Both descriptive and inferential were used to analyze data gathered from the quantitative design. Data gathered from Focus Group Discussion was analyzed qualitatively. Accordingly, the studentsâ€™ overall social media level was found to be low. Female students perform slightly lower than their counterpart male students. Among the five skills of social media literacy, studentsâ€™ level was relatively weak in ethical awareness and media evaluation. Geographical background, Digital media exposure, socio-economy, digital divide are also identified as a determining factors. Finally, some possible recommendations are posed based on the findings.
Keywords: Media; Media Literacy, Digital Literacy, Communication, Social Media