Facebook as a netnographic research tool: exploring breastfeeding peer support on social networking sites.

What began as a way to connect students, now boasts Facebook had 2.09 billion daily active users on average for September 2023, an increase of 5% year-over-year (Meta, 2023), placing it 1st in the ranking of the world’s most ‘active’ social media platforms (Kemp, 2023). In 2024, Facebook remains an important player in the social media landscape, and continues to attract a diverse user-base, with a strong emphasis on connecting friends and family, and building community, which provides a platform to connect with others facing similar challenges, share experiences, seek advice, and access resources. These groups can offer a sense of belonging and solidarity, fostering empathy and understanding among participants, while enabling rapid dissemination of information and timely responses to queries or concerns within peer support communities, which is crucial for individuals seeking urgent support or guidance. 

However, Facebook's role as a source of information via online peer support communities is not without limitations; namely misinformation and the spread of unverified or potentially harmful advice. The lack of oversight and regulation within Facebook groups can lead to the proliferation of pseudoscientific claims, anecdotal evidence presented as fact, which may exacerbate rather than alleviate individuals' health or social issues. Users may hesitate to share sensitive information or seek support openly due to concerns about data breaches, algorithmic surveillance, or potential repercussions in their personal or professional lives. The platform's algorithms also have the potential to amplify certain voices or perspectives while marginalising others, potentially reinforcing existing power imbalances within online communities. 

Employing a netnographic research approach, the aim of my research was to explore the experiences of users of closed Facebook groups and how these parents seek and share breastfeeding support and information (Bridges, 2016b; Bridges, Howell, & Schmied, 2018a, 2018b). The unique aspect of my research was how I employed Facebook as a data collection tool throughout the ethnographic process, from observation, through to online focus groups and depth interviews, using embedded Facebook tools such as Events and Messenger (Bridges, 2016a).

In addition to sharing how I gained the trust and consent of the community members in these private groups, I will explore the findings about the characteristics and contents of queries, shares, comments, and comment responses illustrating the ways in which parents not only gained access to support for their own breastfeeding experiences, but offered support to others.

Social media has radically altered the social landscape of the Internet. Instead of self-contained discussion groups with their own unique cultures, much of the user experience of this version of the Internet has become at once more individualised, with a curated collection of personal connections, while being embedded in the everyday lives of community members (Hine, 2017).

Closed Facebook groups, can be valuable tools for breastfeeding support and information. Furthermore, participation in such groups can be empowering for both new and more experienced parents and those who support them. In the constantly evolving technological and social media landscape, it will be interesting to explore how this type of parenting peer support evolves into the future, and how communities continue to engage Facebook and additional social networking tools.