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Social Media and the Pregnant and Breastfeeding Individual HandoutBy Laurel Wilson, IBCLC, BSc, CLE, CCCE, CLD

Social media has proven to be the main way Millennial parents communicate and get healthcare information and yet privacy practices and guidelines for healthcare use of social media is lagging. To add to this, artificial milk companies are using social media against the recommendation of the WHO International Marketing of Breastmilk Substitutes to their advantage which is increasing misinformation.  Many healthcare providers wish to utilize social media to engage, education, inform and interact with their patients and patients to be. However, due to a lack of distinct guideline and misunderstanding about privacy practices with social media, many healthcare providers are unknowingly sharing personal and private healthcare information. It is not uncommon today in classrooms to have dozens of parents listening to hours of lecture and watching endless power points without having the opportunity to step in to their own educational experience and OWN their breastfeeding journey. In fact, some parents are foregoing traditional classroom education all together and learning exclusively on You Tube and other social media sites, which comes at the price of accuracy and connection. Come with me on a journey through today’s classrooms, discussing what is and isn’t successful. Learn what works, not just for early initiation and surviving the hospital breastfeeding experience but to help parents meet their own feeding goals. Research has identified that what is efficacious for some families and situations will not work for others. Discover unique strategies to address the specific learning needs of your families. This presentation offers an understanding of the most common social media platforms, exploration of how millennials use social media (particularly during pregnancy and lactation), how artificial milk companies are using social media, and how healthcare professionals can use social media effectively and ethically.

Objectives: Identify at least three ways parents are using social media during their pregnancy, labor, and early

parenting. Identify two positive and negative impacts of social media on pregnant and breastfeeding individuals. List at least two reasons parents are turning to online education instead of classroom

education. List two ways to interact with new parents on social without compromising privacy.

Key Takeaways on Millennial Social Media use:Copyright MotherJourney/Laurel Wilson 2019 1

May only print with permission.If you can only choose one platform –choose Facebook, 2,23 Billion monthly users. However, the

second most active use is You Tube, followed by Instagram.With young moms, ages 18-24, use of Snapchat and Instagram are high.

Denmark Stats

Increasing Hours on Social Media in Denmark

Facebook wins in Denmark

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Get to know Millennials – 75% of all births, 85% of all first time births• 95% internet to access pregnancy information• 89% unemployed women used internet to access healthcare information• 76% of women had a smartphone• 59% of smartphone owners used pregnancy apps

Prefer cells phones, texting and IM over face to face and email.

They are eschewing computers and laptops for smart phones and tablets.

Once pregnant, social media use changes – move towards social media like Facebook, Pinterest, and Parent Websites (Baby Center, The Bump, Babble)

In Denmark, heaviest use still is Facebook, followed by Twitter and then Instagram and YouTube, neck in neck.

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Using Social Media to interact with Millennials:Millennials appreciate equity/inclusivity/unity.

Social Media by Pregnant Parents• 47% want a maternity smartphone app• 45% and a website for feedback regarding their care• 95% used the internet to access information about pregnancy

Parents want to hear from Peers not from HealthCare Providers

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May only print with permission.What do they Share? (Harpel, T 2018)

Parents trust peers, their parents. They have low trust from healthcare providers and educators.

Goals for Breastfeeding Education• Increase desire• Increase initiation• Increase duration• Help eradicate barriers• Address problems

2016 Cochrane Review – BF Education Not Working (Lumbiganon, 2016)• USA, Canada, UK and Australia • 10,056 women• Does not increase decision to feed• Does not increase initiation• Does not increase BF at 6 months

Using technology (on tablet) combined with access to provider and Q and A was effective. Pitts, 2015

Flipping the Classroom (download Flip or Flop article at http://motherjourney.com/billund.html )

She does not want to be marketed to, instead share:• Stories• Make her laugh• Inspire her• Give her tips• Give her something she wants

Don’t Use Stock Images – Make it Personal, REAL PHOTOS!

Hashtag it # - memoriable, always use, research it, short, consistent

Tools for Today

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May only print with permission. You Tube/Vimeo Faceboook Live Facebook Private Groups Podcasting Twitter Party/Chat

Additional Helpful Info:

APPS to help you make interesting social media content:• Canva.com – make any graphic• Quozio.com – quote and go• Pinstamatic.com – boards on pinterest• Infogr.am – for infographics

Tips for Facebook:• Make a business page!• Fill everything out!• Keep posts to a minimum, max of 2 a day.• Analyze your data!• Interact! Like, share, like some more.• Videos, videos, videos• Be engaging - Polls, tell stories, post videos, share tips• Auto share on twitter

Tips for Pinterest:• Follow related boards• Use general, highly searchable terms• Create pinterest community where people can add pins• Use evergreen (not timely) content for forever reposts• Create boards based on your birthy interests• Auto share on twitter

Tips for Twitter:• Follow related accounts• Multiple tweets 3X min• Use hashtags, popular ones• Make posts rewteetable• Thank people when they follow you• Tweet photos –more engagement.• Must respond or engage!

Tips for Bloggers:• Actually write blogs-frequently• Don’t disable comments. Reply.• Ask others to guest blog• Cross link within your content.• Use images, especially videos.• Post it everywhere!• Use Feedly – Digest

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Tips for Instagram• Make it business related• Publish at least once per week• Focus on content not length• Use @mentions for higher engagement• Have a separate business page• Use hashtags

Privacy Protection Hints:• Privacy – cannot disclose info without patient auth, do not post anything that could potentially

be used to identify a patient, including photos• Fraud and Abuse – cannot use social media for give-aways that could entice referrals that are

reimbursed by Medicare and Medicaid (even doulas or LC’s who use reimbursement)• Licensure and Medical Advice - be careful about offering advice if you are licensed, as if your

“advice” is used by someone in a state/county where you are not licensed you can get into trouble

Questions?info@motherjourney.comFacebook.com/motherjourneylaurelwilsonTwitter.com/linfinitee

Bibliography:1.

Abrahams, Sheryl et al. Milk and Social Media. Journal of Human Lactation. August 2012. Vol.28, no.3, pp 400-406.

2. Amanda Hovis and Company, LLC. Western region WIC Participant Focus Group Report. 2012. Published online. http://www.cdph.ca.gov/programs/wicworks/Documents/Millenial%20generation/.research%reportd/Appendix%20B%20WIC%20Participant%20Focus%20groups%20Report%205.20.12.pdf

3. Asiodu, IfeinwaV., et al. Breastfeeding and use of social media among first-time African American mothers. Journal of Obstetric, Gynecologic, & Neonatal Nursing 44.2 (2015);268-278.

4. Audience Project. Device Study 2016: Social Media Across the Nordics. Accessed online August 10, 2018. https://www.audienceproject.com/wp-content/uploads/study_app_usage_across_the_nordics.pdf

5. Brown, Jane and Peuchard, Sheila Rose. Media and breastfeeding:Friend or Foe? International Breastfeeding Journal. 2008. Punlished online. http://internationalbreastfeedingjournal.com/content/3/1/15

6. CDC. The CDC Guide to Breastfeeding Interventions: Media and Social Marketing. Accessed online 5.2016. cdc.gov/breastfeeding/pdf/BF_guide_6.pdf

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May only print with permission.7. Duggan, Maeve et al. Parents and Social Media. Pew Research Center. July 16, 2015. Published

online. http://pewinternet.org/2015/07/16/parents-and-social-media/

8. Ellis-Petersen, Hannah. “How formula milk firms target mothers who can least afford it.” The Guardian. Mon 26 Feb 2018 19.01 EST https://www.theguardian.com/lifeandstyle/2018/feb/27/formula-milk-companies-target-poor-mothers-breastfeeding

9. Kean, Y. J., and A. Allain. "Breaking the rules, stretching the rules." IBFAN, ibfan. org Google Scholar (2017).

10. Mahnke, Martina, Sander Andreas Schwartz, and Luca Rossi. "Social Media Use & Political engagement in Denmark: Report 2016." (2016).

11. Save the Children. Don’t Push It: Why the formula milk industry must clean up its act . 2018 https://www.savethechildren.org.uk/content/dam/gb/reports/health/dont-push-it.pdf?Source%20Code=&cid=esm--bms_001-5R44428VW&utm_campaign=bms_001&utm_medium=earnedsocial&utm_source=

12. StatCounter. Social Media Stats Denmark. Accesses online August 10, 2018. http://gs.statcounter.com/social-media-stats/all/denmark

13. Zenith International. 7% growth for $50 Billion global infant nutrition market. April 2014. Published online. www.zenithinternational.com/articles/1355/7%25+growth+for+%2450+Billion+global+infant+nutrition+market

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