Social media can positively influence breast-feeding-related attitudes, knowledge, and behavior, according to a new study from the University of Alabama at Birmingham. Breast-feeding support groups on social media create a sense of community for new moms to share experiences and support each other in the breast-feeding practice and could be considered pillars of support for new moms.

“We have known that mothers seek support for breast-feeding through a variety of channels,” said Kara Skelton, PhD, a graduate of the UAB School of Education Department of Human Studies. “We wanted to know whether social media support groups made a difference during the postpartum period for a mother. We saw that moms are comfortable asking questions and discussing important issues in a social media setting.”

There was a strong emphasis within these virtual communities on normalizing breast-feeding and empowering breast-feeding mothers. The study, published in JMIR Pediatrics and Parenting, shows these social media communities are a resource for women to share experiences related to breast-feeding.

New moms may be more comfortable communicating their experiences, asking questions, and seeking out support within social media groups. As a result, moms are more confident in breast-feeding their child, and challenges can be addressed within this highly trusted group in real-time.

Specifics topics that came up in the groups include breast-feeding in public, excessive pumping, continued breast-feeding, co-breast sleeping, and night nursing.

“Mothers in these groups really opened up and created trust-based relationships, allowing for honest discussion,” Skelton said. “The community of women who are going through the same situation creates a sense of empathy and compassion toward each other.”

Participants in the study were impressed with the reliability of the information found in the breast-feeding online community and the real-time information they were able to have on hand. For example, a mother who is struggling with a particular situation at 2 a.m. was able to access the community for support from other moms who also were struggling at that exact moment.

“There needs to be a shift in the way women receive health information,” Skelton said. “Social media continues to become more and more powerful and a primary form of communication. Our question is now focused on integrating health-care professionals and organization into the online conversation.”

—Newswise