Assistant Professor of Pediatrics Columbia University Vagelos College of Physicians and Surgeons New York, New York, United States
Background: Parent groups on Facebook are widely used by expectant and new parents as sources of information and advice, including about infant sleep, breastfeeding and sleep related products. Such groups are potentially a powerful tool to alter attitudes and practices around safe sleep and breastfeeding. However, despite their vast use, little is known about why parents chose to use or not use these groups as trusted sources. Additionally, as the internet landscape changes and other applications supplant Facebook in popularity with younger users, it is unclear if such groups will remain influential. Objective: This study aimed to explore expectant and new mothers’ perspectives about using Facebook Private groups (FPG) for parenting support to inform the development and implementation of an intervention to address sudden unexpected infant death (SUID) risk behaviors and support breastfeeding. Design/Methods: We conducted and analyzed twenty-one in-depth, semi-structured interviews with a purposeful sample of expectant or new mothers. We asked participants about their perspectives on using FPG for parenting support including information about safe sleep and breastfeeding. Themes were developed iteratively from coded data using the constant comparative approach with multiple coders from different backgrounds. Results: Mothers identified 3 main drivers for using FPG for parenting advice: 1) Information seeking, 2) Experience when using Facebook, and 3) Social connectedness. The quality, trustworthiness and accessibility of information were often cited as important to mothers. Mothers frequently sought product information, including about sleep-related devices, breastfeeding support, and parenting tips. Women described a variety of ways in which they engaged with FPG and both the positive and negative feelings they experienced while using the platform. Most appreciated the easy access and immediacy of answers. Women who used the platform often sought to expand their social network and build a supportive community of people they could trust and easily reach.
Conclusion(s): Facebook groups are generally a valued tool for expectant and new parents seeking information and advice, even those who do not otherwise use Facebook, due to the quality and accessibility of information and the social supports they receive. While engagement and the feelings around using such groups are mixed, they remain a potentially powerful way to alter social norms regarding safe sleep behaviors and breastfeeding.
