Using Facebook groups to support families: midwives’ perceptions and experiences of professional social media use
Authors: Morse Holly , Brown Amy 
Published: April 2022

Seeking support from Facebook groups during pregnancy is now widespread and social media has been widely used by maternity services during the COVID-19 pandemic. Despite this, little is currently known about midwives’ attitudes towards, and experiences of social media in practice. Research is needed to understand barriers and solutions to meeting mothers’ expectations of online support and to improve services.

This study explored midwife involvement in Facebook groups, exploring experiences and perceptions of its use to communicate with and support mothers. 719 midwives and student midwives completed an online survey during August-September 2020 and their numerical and free-text responses analysed descriptively.

Few participants were involved in providing Facebook support, and most of these were unpaid. There was a consensus on a range of benefits for mothers, but widespread concern that engaging with mothers online was a personal and professional risk, underpinned by a lack of support. Experience of being involved in midwife moderation increased belief in its benefits and reduced fear of engaging online, despite a lack of renumeration and resources. Midwives and students felt they were discouraged from offering Facebook support and sought further training, guidance and support.

Although limited, experiences of providing Facebook group support are positive. Perceptions of risk and a lack of support are significant barriers to midwives’ involvement in using Facebook groups to support mothers. Midwives seek support and training to safely and effectively engage with mothers using Facebook.

Engaging with mothers via social media is embedded in national policy and digital strategy, and progress is needed to fulfil these, to improve services and meet mothers’ expectations. Midwives’ experiences suggest extending opportunities to provide Facebook support would benefit midwives, services and families. Consultation to revise local policy to support midwives and students in line with strategic goals is recommended.

Author Summary

Social media use continues to grow and we know that use among pregnant and new parents for peer support and accessing information is widespread. Previous research suggests however that they can find it difficult to know which information to trust, and would like to engage with their midwives online. However, little was known about how many midwives are supporting families via social media, or what their experiences of this are. Nor did we know what the perceptions of developing this service are amongst the workforce. Here, we used an online survey to explore these attitudes and perceptions. We found that although few midwives are engaging with families on social media, those that do have positive experiences. Many fear that a lack of support and guidance presents risks to themselves and to families, but recognised the potential benefits to developing the service. We also found that midwives would like to receive more training to deliver services online and engage safely on social media. Our study provides new insights that can be used to improve support for midwives and to realise the potential of social media in midwifery care.