Using Social Media to Promote and Support BFIJanine Woodrow RD, PhD, Baby-Friendly Council of NL

Overview

1) Newfoundland & Labrador Context

2) Social Media and BFI –Opportunities

3) Considerations for the Future

Breastfeeding – NL Priority

Public Education

and Awareness

BFI

Implementation Research

Strategic

Planning

Baby-Friendly NL - Online

2008 - Website

2009 - Blogs

2010 - Facebook and YouTube

2015 - Twitter

2017 - Instagram

*exploring SnapChat, Facebook live etc.

Baby-Friendly Newfoundland and Labrador – Facebook Page

Baby-Friendly Newfoundland and Labrador – Facebook Page

• 10 page admins

• 4300 Followers

• 46% age 25-34 years

• 30% age 35-44 years

• 96% female

• >85% NL population

• Not a direct support site

Baby-Friendly Newfoundland and Labrador – Facebook Page

Expectations of admins:

• Educated in BFI

• Aware of WHO code

• Cultural mindfulness

• Regional Health Authority considerations

• Provincial lens

• Timely responses

• Attend meetings

• Build capacity

• Finger on ‘pulse’

• Posts related to 10 Steps

Social Media – Opportunities

• System navigation • Find support

• Provide feedback

Social Media – Opportunities

• Share resources • Provincial

• National

Social Media – Opportunities

• Address topics in media• Key messages

• Debunk myths

Social Media – Opportunities

• Strengthen community partnerships

• Family Resource Programs

• Municipalities

• Businesses

• Health professionals

• Schools

Social Media – Opportunities

• Share research • Recruit participants

Social Media – Opportunities

• Event promotion• Participation sign-up

• Involvement

• Feedback

• Evaluation

Social Media – Opportunities

• Audience targeting

Biggest Public Response

• Delay the Bath Campaign • >59,776 views

• 3111 shares

• 846 reactions

• 144 comments

Biggest Public Response

• Meme campaign focusing on key messages including ‘Role of Grandmothers’

•257 likes•>25,000 views

Biggest Public Response

• “Make Breastfeeding Your Business” campaign

Biggest Public Response

• Release of the ‘Physician’s Toolkit’

Breastfeeding Support – NL Closed Group

The Expansion …Other Facebook Sites

• Bay of Islands Organization for Breastfeeding Support (BOOBS)

• Breastfeeding Moms of Toddlers

• Bosom Buddies in Bonavista

• Tongue Tie NL Education and Support

• Human Milk 4 Human Babies NL

• Baby-wearing NL

• Breastfeeding/BFI Communication & Strategy

Social Media Site Admins meet Face-to-Face

YouTube

Video link to be inserted

Considerations for the Future

• Social media is evolving and increasing

• Find out more about your organizational social media policy

• Involve social media experts in BFI work

• Social media sites accumulate a vast amount of user-generated content that can be evaluated

• Health professionals need to be involved to help maintain validity and reliability

• Partner with ‘like-minded’ online communities

• Peer-to-peer discussions have highest traffic

Questions?

Thank-you