Maximising social media engagement in the future : building authentic relationships via Facebook : a not-for-profit case study

The World Health Organisation (WHO) says that breastfeeding is the "ideal food for infants" and yet, less then 50% of babies globally, are exclusively breastfed at 6 months (World Health Organisation, n.d.). In Australia, 96% of babies are breastfed at least once but, only 35% are exclusively breastfed to 6 months of age (Australian Institute of Health and Welfare, 2023). The health, environmental and economic benefits of breastfeeding are well documented (WHO, n.d.; Smith 2019; Pereyra- Elías et al. 2022) and the Australian government has a published strategy advocating to support breastfeeding in the community "for as long as the mother and child desire" (NHMRC, 2015). A non-profit, volunteer powered organisation called, Australian Breastfeeding Association (ABA), provide nation- wide support for Australian mums and their families who wish to breastfeed. They are "Australia's leading authority on breastfeeding" (Health Direct, n.d.) and the only nation-wide support service offering a 24-7 breastfeeding hotline (1300 MUM 2 MUM) and a network of qualified breastfeeding counsellors who can support families in their own communities.