Online social support group use by breastfeeding mothers: A content analysis

BACKGROUND: Breastfeeding is a public health priority and lack of breastfeeding support a contributing factor to the low initiation and continuation rates in the UK. Online social support groups are being increasingly utilised by breastfeeding mothers and research into this phenomenon is only now emerging. AIM: To document and describe the posts made within an online breastfeeding support group. METHOD: The posts made to an online breastfeeding social support group between 1(st) and 7(th) November 2016 were recorded using an unobtrusive non-participant design, and subject to systematic message content analysis. Themes relating to topics of discussion were deduced from the data and concepts of social support used to analyse the data. RESULTS: The group received 501 posts over the week (m = 72, range 20–93 a day) and was accessed 24 hours a day. Eighty-two percent of posts received comments (m = 12, range 0–415, SD = 24) and 93% received likes (m = 11, range = 0–641, SD 42). The group was used from pregnancy and until the child was over two years old. The majority of infants discussed were aged 6 weeks to 6 months. Informational support was the greatest reason for use (65%), followed by esteem support (18%) and emotional support (10%). Thirteen topics of conversations were identified. CONCLUSION: Mothers are using online social support groups in their thousands to seek information from people in similar situations. Not only do they pose questions but they discuss a range of parenting and breastfeeding topics in an environment that aims to support and facilitate responses. The impact of this support avenue within the wider context of professional, family and offline support warrants further investigation through a qualitative approach.