Background Social media (SM) may confer emotional benefits via connection with others. However, epidemiologic studies suggest that overall SM is paradoxically associated with increased depressive symptoms. To better understand these findings, we examined the association between positive and negative experiences on SM and depressive symptoms.

Methods We conducted a cross‐sectional survey of 1,179 full‐time students at the University of West Virginia, aged 18 to 30, in August 2016. Independent variables were self‐reported positive and negative experiences on SM. The dependent variable was depressive symptoms as measured using the Patient‐Reported Outcomes Measurement Information System. We used multivariable logistic regression to assess associations between SM experiences and depressive symptoms controlling for sociodemographic factors including age, sex, race/ethnicity, education, relationship status, and living situation.

Results Of the 1,179 participants, 62% were female, 28% were non‐White, and 51% were single. After controlling for covariates, each 10% increase in positive experiences on SM was associated with a 4% decrease in odds of depressive symptoms, but this was not statistically significant (adjusted odds ratio [AOR] = 0.96; 95% confidence interval [CI] = 0.91–1.002). However, each 10% increase in negative experiences was associated with a 20% increase in odds of depressive symptoms (AOR = 1.20; 95% CI = 1.11–1.31). When both independent variables were included in the same model, the association between negative experiences and depressive symptoms remained significant (AOR = 1.19, 95% CI = 1.10–1.30).