That does match my experience. I mostly don't participate in social media, but created an Instagram account to see if I could promote my photography. Within a couple weeks I had gathered a hundred followers and found myself worrying far more about what to post, when to post. I realized that I was no longer actually focused on my work. I was focused on its social media presence instead. So I stopped posting, and almost immediately felt my stress levels decrease.
Now I'm back to just living my life. I participate on HN, but this is about the limit of my online interactions, and I enjoy my life.