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“Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study

Holly Morse Orcid Logo, Amy Brown Orcid Logo, Aimee Grant Orcid Logo

Journal of Human Nutrition and Dietetics, Volume: 38, Issue: 1, Start page: e13367

Swansea University Authors: Holly Morse Orcid Logo, Amy Brown Orcid Logo, Aimee Grant Orcid Logo

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DOI (Published version): 10.1111/jhn.13367

Abstract

Background: Facebook groups providing breastfeeding support are widespread. Some are created and/or facilitated by midwives, but little is known about their motivations or experiences. The present study aimed to examine how midwives involved in providing breastfeeding support via local Breastfeeding...

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Published in: Journal of Human Nutrition and Dietetics
ISSN: 0952-3871 1365-277X
Published: Wiley 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa65795
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Some are created and/or facilitated by midwives, but little is known about their motivations or experiences. The present study aimed to examine how midwives involved in providing breastfeeding support via local Breastfeeding support Facebook (BSF) groups perceive the value of this provision and their experiences of creating these services and engaging with mothers online. Methods: Participants were recruited through Facebook advertising and snowballing techniques. UK registered midwives with experience of providing breastfeeding support via Facebook groups were eligible. Semi-structured interviews were conducted using Microsoft Teams/Zoom with nine midwives between July and September 2021. Reflexive thematic analysis was conducted. Results: Three themes, each with three subthemes, were identified: (1) Imperatives and Value; (2) Goodwill &amp; Lack of Resources; and (3) Community of Practice. Theme 1 described groups as necessary for meeting current mothers' needs and improving low breastfeeding rates. Theme 2 highlighted that BSF groups rely on voluntary work by midwives and peer supporters, with sustainability and recognition of their efforts being major concerns. Theme 3 showed that BSF groups function as communities of practice, offering social learning opportunities and benefits for midwives. Conclusions: Midwives became involved in delivering online support motivated by a belief in the value of this provision, but acted as volunteers and felt unsupported by wider services. This has impacts for the sustainability of this provision regardless of its value. However, midwives reported significant benefits from involvement. 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spelling 2025-02-03T14:50:14.8611801 v2 65795 2024-03-07 “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study 8df8195df203f2c484c13602a36a38e3 0000-0001-7408-3417 Holly Morse Holly Morse true false 37aea6965461cb0510473d109411a0c3 0000-0002-0438-0157 Amy Brown Amy Brown true false 6a1ce3bc54c692c804e858b70d2e4bd2 0000-0001-7205-5869 Aimee Grant Aimee Grant true false 2024-03-07 HSOC Background: Facebook groups providing breastfeeding support are widespread. Some are created and/or facilitated by midwives, but little is known about their motivations or experiences. The present study aimed to examine how midwives involved in providing breastfeeding support via local Breastfeeding support Facebook (BSF) groups perceive the value of this provision and their experiences of creating these services and engaging with mothers online. Methods: Participants were recruited through Facebook advertising and snowballing techniques. UK registered midwives with experience of providing breastfeeding support via Facebook groups were eligible. Semi-structured interviews were conducted using Microsoft Teams/Zoom with nine midwives between July and September 2021. Reflexive thematic analysis was conducted. Results: Three themes, each with three subthemes, were identified: (1) Imperatives and Value; (2) Goodwill & Lack of Resources; and (3) Community of Practice. Theme 1 described groups as necessary for meeting current mothers' needs and improving low breastfeeding rates. Theme 2 highlighted that BSF groups rely on voluntary work by midwives and peer supporters, with sustainability and recognition of their efforts being major concerns. Theme 3 showed that BSF groups function as communities of practice, offering social learning opportunities and benefits for midwives. Conclusions: Midwives became involved in delivering online support motivated by a belief in the value of this provision, but acted as volunteers and felt unsupported by wider services. This has impacts for the sustainability of this provision regardless of its value. However, midwives reported significant benefits from involvement. Thus, there is a need for services to provide additional guidance and investment. Journal Article Journal of Human Nutrition and Dietetics 38 1 e13367 Wiley 0952-3871 1365-277X breastfeeding support; infant nutrition; midwives; online communities; public health; social media 1 2 2025 2025-02-01 10.1111/jhn.13367 COLLEGE NANME Health and Social Care School COLLEGE CODE HSOC Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2025-02-03T14:50:14.8611801 2024-03-07T15:41:15.6734303 Faculty of Medicine, Health and Life Sciences School of Health and Social Care - Midwifery Holly Morse 0000-0001-7408-3417 1 Amy Brown 0000-0002-0438-0157 2 Aimee Grant 0000-0001-7205-5869 3 65795__32948__8fd521df6f1a4ebcb6fe81f96a7260e4.pdf 65795.VoR.pdf 2024-11-22T09:32:48.8439278 Output 732811 application/pdf Version of Record true © 2024 The Author(s). This is an open access article under the terms of the Creative Commons Attribution License. true eng http://creativecommons.org/licenses/by/4.0/
title “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
spellingShingle “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
Holly Morse
Amy Brown
Aimee Grant
title_short “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
title_full “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
title_fullStr “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
title_full_unstemmed “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
title_sort “Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study
author_id_str_mv 8df8195df203f2c484c13602a36a38e3
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author_id_fullname_str_mv 8df8195df203f2c484c13602a36a38e3_***_Holly Morse
37aea6965461cb0510473d109411a0c3_***_Amy Brown
6a1ce3bc54c692c804e858b70d2e4bd2_***_Aimee Grant
author Holly Morse
Amy Brown
Aimee Grant
author2 Holly Morse
Amy Brown
Aimee Grant
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container_title Journal of Human Nutrition and Dietetics
container_volume 38
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container_start_page e13367
publishDate 2025
institution Swansea University
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doi_str_mv 10.1111/jhn.13367
publisher Wiley
college_str Faculty of Medicine, Health and Life Sciences
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hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Health and Social Care - Midwifery{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Health and Social Care - Midwifery
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description Background: Facebook groups providing breastfeeding support are widespread. Some are created and/or facilitated by midwives, but little is known about their motivations or experiences. The present study aimed to examine how midwives involved in providing breastfeeding support via local Breastfeeding support Facebook (BSF) groups perceive the value of this provision and their experiences of creating these services and engaging with mothers online. Methods: Participants were recruited through Facebook advertising and snowballing techniques. UK registered midwives with experience of providing breastfeeding support via Facebook groups were eligible. Semi-structured interviews were conducted using Microsoft Teams/Zoom with nine midwives between July and September 2021. Reflexive thematic analysis was conducted. Results: Three themes, each with three subthemes, were identified: (1) Imperatives and Value; (2) Goodwill & Lack of Resources; and (3) Community of Practice. Theme 1 described groups as necessary for meeting current mothers' needs and improving low breastfeeding rates. Theme 2 highlighted that BSF groups rely on voluntary work by midwives and peer supporters, with sustainability and recognition of their efforts being major concerns. Theme 3 showed that BSF groups function as communities of practice, offering social learning opportunities and benefits for midwives. Conclusions: Midwives became involved in delivering online support motivated by a belief in the value of this provision, but acted as volunteers and felt unsupported by wider services. This has impacts for the sustainability of this provision regardless of its value. However, midwives reported significant benefits from involvement. Thus, there is a need for services to provide additional guidance and investment.
published_date 2025-02-01T05:29:30Z
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