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Strengthen the Evidence for Maternal and Child Health Programs

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Evidence Tools
MCHbest. Breastfeeding.

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Strategy. Social Media-Based Support

Approach. Use social media platforms to provide breastfeeding support

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Overview. With millennial women having a significant presence online, making internet-based sources of breastfeeding support is a potentially far-reaching, cost-effective, and convenient innovation. Social media platforms (e.g., Facebook, YouTube, Twitter, LinkedIn, Pinterest, Tumblr, and Instagram) are internet-based applications that enable the creation and exchange of user-generated content that may provide an avenue of social support for breastfeeding. Research indicates that social media-based breastfeeding support groups can increase self-efficacy[1] and have a direct effect on breastfeeding confidence, knowledge, and attitudes[2,3] as well as rates of exclusive breastfeeding.[4,5]

Evidence. Emerging Evidence. Strategies with this rating typically trend positive and have good potential to work...

Access the peer-reviewed evidence through the MCH Digital Library or related evidence source.

Outcome Components. This strategy has shown to have impact on the following outcomes (Read more about these categories):

  • Health and Health Behaviors/Behavior Change. This strategy improves individuals' physical and mental health and their adoption of healthy behaviors (e.g., healthy eating, physical activity).
  • Environmental Health. This strategy improves the impact of physical, chemical, and biological factors in the environment on health.
  • Utilization. This strategy improves the extent to which individuals and communities use available healthcare services.

Detailed Outcomes. For specific outcomes related to each study supporting this strategy, access the peer-reviewed evidence and read the Intervention Results for each study.

Intervention Type. Health Teaching (Education and Promotion) (Read more about intervention types and levels as defined by the Public Health Intervention Wheel).

Intervention Level. Population/Systems-Focused

Examples from the Field. Access descriptions of ESMs that use this strategy or aligned components.

Sample ESMs. Here are sample ESMs to use as models for your own measures using the RBA framework (see The Role of Title V in Adapting Strategies).

Quadrant 1:
Measuring Quantity of Effort (“What/how much did we do?”)

  • Number of social media breastfeeding support initiatives aligned with WHO/UNICEF breastfeeding promotion guidelines. (Assesses alignment with best practices) Number of individuals from various backgrounds involved in creating and moderating social media content. (Evaluates authentic engagement)

Quadrant 2:
Measuring Quality of Effort (“How well did we do it?”)

  • Percent of social media content fact-checked by lactation experts for accuracy. (Evaluates quality assurance) Percent of social media posts incorporating health literacy principles and usable formats. (Assesses use of health literacy principles)

Quadrant 3:
Measuring Quantity of Effect (“Is anyone better off?”)

  • Number of collaborations formed between social media breastfeeding support initiatives and community health programs. (Shows integration efforts) Number of breastfeeding coalitions incorporating social media strategies into their community outreach plans. (Assesses linkages with broader health goals) Number of breastfeeding peer support connections facilitated through social media platforms. (Measures community impact) Number of organizational policies changed to support the use of social media for breastfeeding education and support. (Assesses system-level improvements)

Quadrant 4:
Measuring Quality of Effect (“How are they better off?”)

  • Percent of social media content featuring a variety of representations of breastfeeding families. (Evaluates relevance and representation) Percent of social media outreach efforts tailored to communities with low breastfeeding rates. (Assesses strategic deployment) Percent reduction in reported feelings of breastfeeding isolation among social media support group participants from different communities. (Measures reach and impact) Percent improvement in public perceptions of breastfeeding normalcy and acceptance, particularly in communities with low baseline support. (Assesses population-level attitude changes)

Note. When looking at your ESMs, SPMs, or other strategies:

  1. Move from measuring quantity to quality.
  2. Move from measuring effort to effect.
  3. Quadrant 1 strategies should be used sparingly, when no other data exists.
  4. The most effective measurement combines strategies in all levels, with most in Quadrants 2 and 4.

Learn More. Read how to create stronger ESMs and how to measure ESM impact more meaningfully through Results-Based Accountability.

References

1 Black, R., McLaughlin, M., & Giles, M. (2020). Women's experience of social media breastfeeding support and its impact on extended breastfeeding success: A social cognitive perspective. British journal of health psychology, 25(3), 754-771.

2 Morse, H., & Brown, A. (2021). Accessing local support online: Mothers' experiences of local Breastfeeding Support Facebook groups. Maternal & child nutrition, 17(4), e13227.

3 Moukarzel, S., Rehm, M., & Daly, A. J. (2020). Breastfeeding promotion on Twitter: A social network and content analysis approach. Maternal & child nutrition, 16(4), e13053.

4 Wilson, J. C. (2020). Using Social Media for Breastfeeding Support. Nursing for Women's Health, 24(5), 332-343.

5 Cavalcanti, D. S., Cabral, C. S., de Toledo Vianna, R. P., & Osório, M. M. (2019). Online participatory intervention to promote and support exclusive breastfeeding: Randomized clinical trial. Maternal & child nutrition, 15(3), e12806.

This project is supported by the Health Resources and Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS) under grant number U02MC31613, MCH Advanced Education Policy, $3.5 M. This information or content and conclusions are those of the author and should not be construed as the official position or policy of, nor should any endorsements be inferred by HRSA, HHS or the U.S. Government.