STUDY: PR Pros Who Can’t Sleep Should Blame Social Media

You sure that's Twitter he's looking at? It's 3 a.m.

Public relations is divided among traditional and digital colleagues. Both work together and complement each other’s efforts for clients. We work hard. We stress harder. So, to calm our nerves, we tweet, post, and troll.

And since we all use social media — almost to a fault —  there may be another reason why we all can’t sleep at night.

A recent study by the University of Pittsburgh School of Medicine found that doctors are about to start asking young adult patients about their social media habits when assessing sleep issues.

“This is one of the first pieces of evidence that social media use really can impact your sleep,” said lead author Jessica C. Levenson, Ph.D., a postdoctoral researcher in Pitt’s Department of Psychiatry. “And it uniquely examines the association between social media use and sleep among young adults who are, arguably, the first generation to grow up with social media.”

You know when you come home from a tough day at the office — the mean person at work breathing down your neck, the client who doesn’t really understand PR, and on top of it all, you left your wallet at home, so no lunch? Where do you usually find solace? In the warm embrace from the ember glow of your phone?

Yeah, well… you got issues.

“Difficulty sleeping may lead to increased use of social media, which may in turn lead to more problems sleeping. This cycle may be particularly problematic with social media because many forms involve interactive screen time that is stimulating and rewarding and, therefore, potentially detrimental to sleep,” said Leveson.

While trolling social media may be self-medicating, so is taking two Tylenol PM.