The study explores the relationship between digital and non-digital skills on social media use in Tanzania. The study examines the role played by three types of skills: social skills, business support skills, and digital skills on extensive and intensive social media use. Specifically, the study attempts to scrutinize relevant skills needed by a user when encounters a challenge while using social media. Researchers used the Heckman selection model on the national representative sample.

Results suggest that digital skills are essential to social media use. In addition, social skills, the ability to request assistance from the close network when experiencing challenges during interaction with social media platforms, play a crucial role in fostering social media use. The results pose an imperative argument to the literature in the way that digital skills are acquired. It suggests that individuals within a close network of people possessing higher digital skills are most likely to acquire those digital skills. Hence enable them to cultivate individual social media use.