How Social Media May Help You Breastfeed

As a young mother, I chose to breastfeed my daughter for over 15 months, with six months of breastfeeding exclusively. I was able to do this despite the statistics showing that I, as a Black woman, was less likely to initiate and sustain breastfeeding. My experience was filled with the textbook factors that support moms in breastfeeding, including peer and family support, a high level of confidence in my ability to breastfeed for as long as I desired, and a normalized view of breastfeeding from my friends and family.

It wasn’t until my first year as a graduate student studying public health, nine months after my daughter was born, that I learned that breastfeeding can be full of hurdles for many moms. From physical challenges with latching, experiencing pain, or concerns about insufficient milk supply to environmental barriers, like returning to work early and lack of support, new mothers often find themselves in need of guidance, reassurance, and information. Having the support of friends and family is not only a predictor of breastfeeding initiation but has also been shown to predict breastfeeding duration. It is critical to overcoming barriers to breastfeeding, especially among groups with lower breastfeeding rates.

But what happens when a mother does not have support within her immediate network for breastfeeding? Could social media be a viable alternative for overcoming breastfeeding challenges? I wanted to find the answers, but there was little research that had been done.

While traditional forms of peer support are proven to be successful in improving breastfeeding, in the age of digital connectivity we must continue to adapt these models. Considering the increase in social media use among parents for peer-to-peer support, social media provides a promising and highly accessible channel for breastfeeding mothers. Social networking sites like Facebook may help parents feel a sense of community, which has many benefits during the transition to parenthood.

I was introduced to social media groups for breastfeeding support around 2009 by a mom friend. Although my own breastfeeding journey with my daughter had ended, I was excited to support other moms in these groups along their journey. It was my involvement in these groups that led me to research the experience and breastfeeding-related outcomes of Black mothers who participate in breastfeeding support groups on Facebook. In my review of the scientific literature on infant feeding practices among Black mothers, so much of it was about barriers and breastfeeding disparities. Although it is important to understand the barriers to create solutions, there was little to no research looking at these online communities and how moms were experiencing support within these spaces and their impact.

In my article, I explored the sources of breastfeeding support for African American mothers participating in nine groups across Facebook. The study compared the perceived level of breastfeeding support received on Facebook to traditional offline support systems, and observed breastfeeding outcomes among 277 African American breastfeeding mothers. The majority of participants (84%) in this study reported visiting their Facebook support group at least once a day.

Central to the findings of this study was that the Facebook groups provided a significant source of breastfeeding support — in fact, the participants’ support through Facebook was significantly higher than the average support from sources outside of their Facebook group. Breastfeeding support received within their Facebook group was also positively and significantly correlated with intended breastfeeding duration. These findings suggest that the encouragement, information sharing, and emotional support found within these online communities can effectively strengthen a mother’s confidence and can be an important part of breastfeeding decision-making. This study’s findings are also consistent with other research that underscores the positive influence of peer support on a mother’s breastfeeding decisions, even when received online.

While social media groups can serve as a positive part of a mother’s breastfeeding journey, they are not without challenges. In a qualitative study, I also conducted online focus groups with 22 mothers across the U.S. They raised potential challenges when joining social media groups, including privacy and the confidentiality of information shared in the group. For example, you may share personal information that can potentially be shared outside of the group, though this behavior is discouraged by the group moderators. In addition, while some participants described receiving non-judgmental feedback when posting questions within their support group, others described receiving harsh comments or comments with a negative tone, an experience more often reported by newer moms in the groups. Overwhelmingly, however, participants reported invaluable support from their Facebook breastfeeding support groups and attributed their breastfeeding success and confidence to the support and encouragement received.

Across my studies, the findings suggest that support received through Facebook groups can have a significant impact on breastfeeding outcomes. On social media, mothers can seek advice, share experiences, and connect among peers who are going through or have experienced similar challenges. Social media allows for a 24/7 support system, which is particularly beneficial for breastfeeding mothers, who may find themselves in need of immediate advice during late-night feeding sessions or at times when traditional support systems might not be readily available.

While these studies focus on breastfeeding, they have implications for how digital communities can support other aspects of parenting and maternal health as well. If you are looking for online communities to join, here are a few places to start:

I created bEarth Work to connect pregnant women and birthing people to online classes taught by birth workers on topics spanning preconception, birth, breastfeeding, and beyond.

Other online support groups for moms across a variety of pregnancy-related and postpartum topics include Peanut, Breastfeeding Support Group for Black Moms, and La Leche League International Breastfeeding Support Group.