This study explores midwives’ experiences of delivering breastfeeding support via Facebook groups. Through reflexive thematic analysis of interviews with nine midwives, three key themes emerged: the vital role of, and need for, online groups in providing care (Theme 1), the significant but under-resourced reach of these groups (Theme 2) and their benefits as communities of practice (Theme 3). The findings highlight midwives’ dedication and the reliance on volunteer-led support, despite concerns about sustainability and the absence of formal impact assessments. Our research underscores the importance of recognising and supporting the critical role of online platforms in modern healthcare delivery.
Abstract
Background
Facebook groups providing breastfeeding support are widespread. Some are created and/or facilitated by midwives, but little is known about their motivations or experiences. The present study aimed to examine how midwives involved in providing breastfeeding support via local Breastfeeding support Facebook (BSF) groups perceive the value of this provision and their experiences of creating these services and engaging with mothers online.
Methods
Participants were recruited through Facebook advertising and snowballing techniques. UK registered midwives with experience of providing breastfeeding support via Facebook groups were eligible. Semi-structured interviews were conducted using Microsoft Teams/Zoom with nine midwives between July and September 2021. Reflexive thematic analysis was conducted.
Results
Three themes, each with three subthemes, were identified: (1) Imperatives and Value; (2) Goodwill & Lack of Resources; and (3) Community of Practice. Theme 1 described groups as necessary for meeting current mothers’ needs and improving low breastfeeding rates. Theme 2 highlighted that BSF groups rely on voluntary work by midwives and peer supporters, with sustainability and recognition of their efforts being major concerns. Theme 3 showed that BSF groups function as communities of practice, offering social learning opportunities and benefits for midwives.
Conclusions
Midwives became involved in delivering online support motivated by a belief in the value of this provision, but acted as volunteers and felt unsupported by wider services. This has impacts for the sustainability of this provision regardless of its value. However, midwives reported significant benefits from involvement. Thus, there is a need for services to provide additional guidance and investment.
Journal of Human Nutrition and Dietetics, Volume 38, Issue 1, February 2025. Read More