Expectant and New Mothers’ Use of Facebook Private Groups to Learn About Infant Sleep and Feeding Practices: Descriptive Qualitative Study

Background: Sudden and unexpected infant death is a leading cause of postneonatal death in the United States. Following recommended infant care practices such as safe sleep and breastfeeding reduces the risk of sudden and unexpected infant death. Parents use social media to help them make decisions about infant care practices. Objective: The objective of our qualitative study was to explore mothers' perspectives on the acceptability of Facebook private groups for providing education on infant care practices. Methods: We conducted a descriptive qualitative study that recruited a purposeful sample of pregnant persons and mothers who recently gave birth; all were clients of the Special Supplemental Nutrition Program for Women, Infants, and Children in 1 of 2 states. We conducted in-depth interviews that were analyzed inductively through a systematic, iterative process using an interview guide. We asked participants about their perspectives regarding the use of Facebook private groups for learning about infant care practices, including sleep practices and breastfeeding. Data were collected until data sufficiency was reached. Results: Of the 22 participants, 13 (59.1%) were Special Supplemental Nutrition Program for Women, Infants, and Children clients from Rhode Island, and 9 (40.9%) were from Virginia. While participants' use of Facebook in general varied, all either used Facebook private groups to obtain infant care practice guidance about safe sleep and breastfeeding or liked the idea of using specifically Facebook private groups to disseminate this information to pregnant persons and new parents. Participants reported using Facebook private groups for three main purposes: (1) information seeking, (2) the experience of engaging with Facebook private groups, and (3) social connectedness. Conclusions: Facebook private groups were endorsed by the participants for providing mothers with information about infant care practices. Participants outlined their reasons for and experience with the use of Facebook private groups, which can inform effective use of the platform for educational interventions.