“Running on goodwill and fairydust” - midwives’ experiences of facilitating and delivering local breastfeeding support via Facebook groups: a qualitative descriptive study

Abstract

BackgroundThe use of groups for providing and accessing breastfeeding support on Facebook (BSF) is now widespread, including groups aimed specifically at mothers in specific areas. Some of these groups are created and/or facilitated by midwives, but little is known about their motivations or experiences.ObjectiveTo examine how midwives involved in providing breastfeeding support via a local BSF group perceive the value of this provision and what are their experiences of creating these services and of engaging with mothers online.MethodsSemi-structured interviews were conducted with midwives between July-September 2021, and thematically analysed.ResultsThree themes were identified in relation to the research question: (1) Imperatives and Value, (2) Goodwill & lack of resources, (3) Community of Practice. Theme 1 described that groups were seen as a necessary part of developing services to meet the needs and expectations of the current generation of mothers, and to improve dire breastfeeding rates. Theme 2 identified that BSF groups are reliant on both midwives and peer supporters working voluntarily, issues of sustainability and frustration at the lack of value placed on their time, skill and investment. Theme 3 highlighted the function of BSF groups as communities of practice, providing opportunities for social learning for all members and personal and professional benefits for midwives.ConclusionsFindings have identified that midwives become involved in delivering online support motivated by a belief in the value of this provision, but feel unsupported by wider services in doing so. Midwives have concerns about the sustainability of this provision regardless of its value whilst it remains reliant on volunteers, and call for further support. Significant benefits for midwives derived from involvement were highlighted which should inform further research, guidance and investment.