Social media ws_copenhagen

BEING SOCIAL – SOCIAL
MEDIA & BREASTFEEDING
Iris Wagnsonner
Copenhagen, 24th of April 2014

Agenda
• Objective of the Workshop
• Definition of Social Media
• Learn about Social Media Platforms
• Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social
Bookmarking, Pinterest, Wikipedia (Media-Wiki)
• Using Apps
• Breastfeeding and Telehealth (Advantages & Barriers of the
Social Media Consultation versus Face-To-Face interaction)
• Establishing an Online & Social Media Presence for your
IBCLC Practice
• Advantages & Limitations of the use of Social Media in
Breastfeeding Practice;
• Are there any ethical concerns of using social media
techniques

Objectives
• Learn about Social
Media Platforms

Definition
• Social media is the
interaction among people
in which they create,
share or exchange
information and ideas in
virtual communities and
networks.[1]
• Combination of
• Content (user–
generated content)
• Web2.0 technologies
• User Communities
1) Ahlqvist, Toni; Bäck, A., Halonen, M., Heinonen, S (2008). "Social media road maps exploring the futures triggered by social media". VTT
Tiedotteita – Valtion Teknillinen Tutkimuskeskus (2454): 13. Retrieved 9 December 2012.

Social Media Platforms/Users worldwide
Facebook, Twitter,
blogs, Pinterest,
Xing, LinkedIn,
Youtube are the
most useful
platforms for
connecting with
breastfeeding
mothers
Reference: ComScore Oct 2013

The current situation
• Digital Natives
• Women in childbearing
age, especially in in
industrialized nations,
are using social media in
record numbers and are
seeking information
about pregnancy, birth
and breastfeeding
online.
• Grew up during a time of
reliance on technology
• Digital Immigrants
• Providers of
breastfeeding
support are adopting
new (unfamiliar)
technologies to
better engange with
the breastfeeding
community.

Be social – be careful
• Social media is increasingly popular among Internet
users, especially young women, and plays an influential
role in consumer decisions.
• Women are accessing health care information online to
assist with decision making
• Health professionals must learn to work in partnership
with women to guide them toward evicence-based
Websites and be prepared to discuss the information.
• Social media is an increasingly popular resource for
health and wellness information. -> high potential to
influence decisions.

Who are Social Media Users
• 93% of those of have born after 1980 communicate online
• The most important platform is Facebook.

Mom‘s wake up with Facebook instead of
coffee
BabyCentre's 2013 Social Mum Report, was conducted by an in-depth survey completed by
1,088 mums and mums-to-be, and a behavioural and secondary analysis with comScore covering
e-commerce habits and social analytics. The report is the latest instalment of BabyCentre's 21st
Century Mum™ Insights Series.

Agenda
• Objective of the Workshop
• Definition of Social Media
• Learn about Social Media Platforms
• Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social
Bookmarking, Pinterest, Media-Wiki
• Using Apps
• Breastfeeding and Telehealth (Advantages & Barriers of the
Social Media Consultation versus Face-To-Face interaction)
• Establishing an Online & Social Media Presence for your
IBCLC Practice
• Advantages & Limitations of the use of Social Media in
Breastfeeding Practice;
• Are there any ethical concerns of using social media
techniques

Blogging
• Moms are „hyper-connected“,
99% owing a computer and 83%
owing a smartphone
• Blogs are the most trusted social
media channel for parenting
advice and information
• Blogs also build more confidence
around parenting skills, than other
social media channels
• More than half of online moms
make decisions for their families
based on blog advice.
• Breastfeeding is an important
issue were moms are seeking
information/adivce.

Blogging
• Blog ist the Abbreviation of Weblog. A Blog is an website
provided by individuals or institutions.
• A typical blog contains text contributions, which are often
decorated with graphics and videos and allow comments of the
readers.
• Blog Software: www.wordpress.com (Software is free. A lot of
Plugins and Themes).
• Many blog readers subscribe blog articles in form of RSS
(RSS-> Really Simple Syndication)
http://feedburner.google.com
• Blog posts provide an opportunity for longer-form writing that
can be linked to shorter posts in other platforms like Facebook,
Twitter, etc.
• Writing should include the use of keywords so that your content
will be searchable by major search engines

Blogging
• Strategies
• Understanding your audience will help guide your future
posts.
• Think of the voice of your blog
• Consistency is important. Research finds that blogging 2 or
3 times per week is a minimum for running a blog
• Not ready for a blog – you can engage in guest blogging
(writing for other blogs) or share the best of others‘ writing
on Facebook or Twitter.
• Use pictures, etc.
• Link your blogs to others – that generates Trackbacks
• Examples: www.elacta-magazine.eu,
http://lactationmatters.org

Blogging
• The writing style is important. (clean & objective)
• Strong Headline
• Storytelling
• Listen to your audience!
• Be authentic!
• Social Media Buttons (Facebook, Twitter, etc.)
• Ask you audience
• Be open for comments
• Invite guest-writers
• Subscribe Google Alerts for Blogs;
• Blogrankings, Blogrolls

Google Alert
• Monitor the web for intresting new content.
• Make a Google Alert. https://www.google.com/alerts?hl=de

Microblogging - Twitter
• Twitter
• Microblogging - Participate in conversation and share information by creating short (140
character) messages called „tweets“.
• You can follow whom you like
• Search topics by using hashtags (#). (#breastfeeding, #IBCLC).
• „Ambient Intimacy“
• Types of content
• Headline-type messages with links to relevant blog posts or research
• Content that promotes the work of others and demonstrates your orzanization‘s
generosity and willingness to share information.
• Strategies
• Participate in conversation and share information by creating short (140
character) messages called „tweets“.
• How you can get into contact with mothers? – Search for keywords like
#breastfeeding classes, #breastfeeding etc. in your area
• Follow active discussions – care for their worries and offer professional and
quick support

Twitter
• Compose aTweet
• Reply (or you start with @username)
• Retweed (RT @ source)
• Hashtags (#) Keyword (#IBCLC, #Breastpumping)
• Following
• Follower
• Direct Message (only possible if both follow each other)

Case Study
• Your are working on a class/workshop on Solid Food
Introduction. You are lacking informaton on „Baby Led
Weaning“. Try to find some information on „Baby Led
Weaning“ on Twitter.
• Describe your search (query you used, advanced
search?)
• Describe kind of information you received.

Be social – Social Networking-Sites
• Facebook – Google+
• Xing
• LinkedIn

Facebook
• Lagest audience more than one billion users worldwide
• 188 million users in Europe
• 71,1 % of users describe themselves as parents.
• Types of content
• Visual content (infographics, etc.)
• Videos or pictures
• Short posts that invite comments „likes“ or sharing
• Statistical Analytics: www.socialbakers.com. High ad recall and
purchase intent of „liked“ pages.

Facebook
• Strategies
• Engage your followers by generating content (called „status
updates“) and liking, sharing and commenting on the content others
post
• Establish a Facebook page, which differs form a personal/private
profile. Pages can be established for businesses, organizations,
support groups, etc.
• Facebook groups allow for interactive discussions

Xing & LinkedIn
• The Business Platforms
• Manage your professional identity.
• Build and engage with your professional network.
• one purpose of the sites is to allow registered users to maintain a
list of contact details of people with whom they have some level of
relationship, called Connections.
• It can be used to find jobs, people and business
opportunities recommended by someone in one's contact
network.
• You can join professional groups.

Social Bookmarking
Delicious
• Never lose a link again!
• Delicious is an easy tool to save, organize and discover
interesting links on the web.

Wikimedia – create your own Wiki
• Wikimedia is a global movement whose mission is to bring free
educational content to the world.
• Through various projects, chapters, and the support structure of the non-
profit Wikimedia Foundation, Wikimedia strives to bring about a world in
which every single human being can freely share in the sum of all
knowledge.
• Wikimedia Commons is a media file repository making available public
domain and freely-licensed educational media content (images, sound
and video clips) to everyone, in their own language. It acts as a common
repository for the various projects of the Wikimedia Foundation, but you
do not need to belong to one of those projects to use media hosted here.
• Wikimedia Commons uses the same wiki-technology as Wikipedia and
everyone can edit it. Unlike media files uploaded to other projects, files
uploaded to Wikimedia Commons can be embedded on pages of all
Wikimedia projects without the need to separately upload them there.

Apps
• Application Software – for Breastfeeding
• Baby nursing Tracker, etc.
• www.appszoom.com

Google Glass app helps Parkenham mum
get breastfeeding support right
http://vimeo.com/87625169

Case Study
① What might be the advantages of virtual breasteeding
support using GoogleGlasses technology?
② Are there any concerns, limitations by using this new
suppor technique?
③ Could you imagine in your institution or practice to work
with Google Glasses and Apps?
④ What do you think are the essenatial improvements that
this technology will be used in future?

Apps often provided by the industry – ...
• Using Apps
• iBreastfeeding – by Medela
• Description
• iBreastfeed provides tools and resources to help you successfully
breastfeed!
• - Get information on the benefits of breastmilk, breastfeeding and
breastpumping tips, breastmilk storage guidelines and instant access to
other online resources.
• - Add your baby’s profile and easily keep track of breastfeeding

Case Study
• Go to http://de.appszoom.com
• look for apps which you think you can recommend to your
breastfeeding mothers.
• Would you recommend the iBreastfeeding App?

Breastfeeding and Telehealth
• Technique
• Face Time, Skype with Webcam, etc.
• http://www.feedbabysleep.com.au
• Skype. It is a free download and a free
service that allows you to make video calls.
• Advantage
• Where no face-to-face contact is possible;
• To provide long-distance care
• Better than voice alone
• Limitations
• It is important to be able to view the
LATCH and observe the baby‘s
bodylanguage when feeding.
• Limited look at breast, LATCH or oral
anotomy

Telehealth Study (Videoconferencing)
• Study: Private Practice IBCLC, FEED BABY SLEEP piloted the use of
in-home real-time videoconferencing (VC) in a research setting with
100 mothers,to determine the feasibility of using it to provide
breastfeeding support to mother– infant dyads and to assess the
reliability of the LATCH breastfeeding assessment tool.
Reaction of Mothers:
• No longdistance-
travelling.
• Communication difficulty
due to bad internet
connection
• Mothers are used to
communicate via Internet
Private Practice IBCLC, FEED BABY SLEEP® SkypeTM Lactation Consulting Service, and iLactation, Melbourne, Australia
Iona Macnab BA(Hons), LLB, IBCLC, is a private practice IBCLC, founder of FEED BABY SLEEP® SkypeTM Lactation
Consulting Service, and Co-Founder of iLactation, Melbourne, Australia.

Results
• 100% of the participants of the study said they would
recommend the same type of service to a friend
• 43% would prefer face-to-face consultation
• Remote consultants are more effective with positioning
and latch issues as opposed to the more challenging
anatomical or dysfunctional sucking issues.
Private Practice IBCLC, FEED BABY SLEEP® SkypeTM Lactation Consulting Service, and iLactation, Melbourne, Australia
Iona Macnab BA(Hons), LLB, IBCLC, is a private practice IBCLC, founder of FEED BABY SLEEP® SkypeTM Lactation
Consulting Service, and Co-Founder of iLactation, Melbourne, Australia.

Chances Limitations
No travelling cost; in future travelling
costs will increase
Only very common Technology is
needed– Technology prices will decrease
in Future.
Difficulty due to poor internet
connection and old
equipement, poor quality of
pictures and sounds
Familar with web2.0. – participation on
mother-to-mother forums as Facebook.
Positioning and Latching issues are
handled more effective
Hands-On Assessment not
possible. Anatomical or
dysfunctional sucking issues
are challenging done by
Video-Conferencing
Empowerment of the mother by doing it
by herself.
No possibility for positioning.
Handling the whole
interaction without pysical
involvement
Good skills in telephone counseling

Youtube
• Videos
• Integrate your Video to other platforms only by sharing the
link.
• http://youtu.be/jzzPTRUWMHI

Case Study - Establishing an Online &
Social Media Presence for your IBCLC
Practice
• Read the article – Why does Google care about
Breastfeeding
http://www.forbes.com/sites/quickerbettertech/2014/02/25/
why-does-google-care-about-breastfeeding/
• Think about founding a private practice or healthcare
institution offering online service
• Describe the service you will offer
• Use the table of the next pages to think about your Social
Media Strategy

Case Study – Social Media Strategy
Private Practice Advocacy group / Healthcare
Institution / Organization
Assess your goals
(i.e. Spread information,
Seek to build membership,
etc.)
Assess your target audience
-who is talking about me?
-where (platforms) are they
talking?
What significance does the
competition have?
Who is opinion leader in my
environement?
What content are discussed
in my environment?
What changes if I am
involved in Social Media?

To realize an effective Social Media
Strategy ...
Private Practice Advocacy group / Healthcare
Institution / Organization
Listen to your audience on
many different platforms
Establish Relationships on
Social Media Sites
Have a lot of profiles and
accounts
Be open for questions and
criticsm
Establish yourself as
professional partner/expert
A good network is the condition for a sustainable success!

Chances for Breastfeeding & Social
Media
• Bringing evidence-based research to social media platforms
(Facebook, Weblog, Twitter, etc.)
• New channels for promoting breastfeeding
• Connecting with people having similar professions (XING, LinkedIn)
• Unique opportunity to connect directly to mothers by using new media
tools
• Leading source of information and support for health care topics
• IBCLCs can build practices, provide evidence-based information and
support mothers.
• Offering support by social media platforms
• Twitter, etc.
• Online video conferencing to provide services for moms unable to be seen
face-to-face
• Web-based monitoring systems where mothers can input their breastfeeding
data
• Smartphone Application‘s (Weight-gain, etc.)

Limitations of the use of Social Media in
Breastfeeding Practice
• Information shared should always be kept strictly
confidentially
• Poor quality of pictures and sounds due to bad
internet connection or equipement
• Only Hands-Off Assessment
• Anatomical or dysfunctional sucking issues are
challenging

Ethical concerns for IBCLCs
• IBCLCs must be aware of following the Code of Professional
Conduct wether engaging mothers face-to-face or online.
• The support should be in a way that respects privacy and
confidentiality requirements
• Protection of private health information
• Social media provides means which may circumvent existing
voluntary or compulsory codes of marketing to advertise their
products. Sponsored Revies on Blogs (most reviewers disclose
the direct relationship with the media company, rather than the
more indirect with the formula manufactor). – always lacking
risks of artifical feeding or the negtive impact on breastfeeding
of introducing bottle feeding.

Social Media & the Code of Marketing on
Breast-milk Substitutes
J Hum Lact. 2012 Aug;28(3):400-6. doi:
10.1177/0890334412447080. Epub 2012 Jun 6.
Milk and social media: online communities and the International
Code of Marketing of Breast-milk Substitutes.
Abrahams SW. http://www.ncbi.nlm.nih.gov/pubmed/22674963
Abstract
• BACKGROUND:
• The advent of social networking sites and other online communities presents
new opportunities and challenges for the promotion, protection, and support of
breastfeeding. This study examines the presence of infant formula marketing on
popular US social media sites, using the World Health Organization
International Code of Marketing of Breast-milk Substitutes (the Code) as a
framework.
• METHODS:
• We examined to what extent each of 11 infant formula brands that are widely
available in the US had established a social media presence in popular social
media venues likely to be visited by expectant parents and families with young
children. We then examined current marketing practices, using the Code as a
basis for ethical marketing.

Social Media & the Code of Marketing on
Breast-milk Substitutes
• RESULTS:
• Infant formula manufacturers have established a social media
presence primarily through Facebook pages, interactive features on
their own Web sites, mobile apps for new and expecting parents,
YouTube videos, sponsored reviews on parenting blogs, and other
financial relationships with parenting blogs. Violations of the Code as
well as promotional practices unforeseen by the Code were identified.
These practices included enabling user-generated content that
promotes the use of infant formula, financial relationships between
manufacturers and bloggers, and creation of mobile apps for use by
parents. An additional concern identified for Code enforcement is lack
of transparency in social media-based marketing.
• CONCLUSION:
• The use of social media for formula marketing may demand new
strategies for monitoring and enforcing the Code in light of emerging
challenges, including suggested content for upcoming consideration
for World Health Assembly resolutions

Case Study
• Is the Code of Marketing ready for Web 2.0?
• What actions are taken by the manufactures to circumvent
code violations?
• What do you think should be done to protect
breastfeeding?

Is the Code of Marketing ready for
Web2.0?
• The existence of user-generated content on social media
sites is an issue not anticipated by the Code
• Re-tweet, re-post, linkt to, email or „like“ content provides
greater exposure to manufacturer-generated marketing
content – no violation by the industry needed
• No Code provision that prohibits financial relationships
between manufacturers and blogger.
• Nestlè: Number of Fans: 6242725
(http://www.socialbakers.com/facebook-
pages/24287259392-nestle)

Ethical concerns ?
http://youtu.be/0eUeL3n7fDs

Review
• Listen and understand what women need.
• Grow and reach new communities of women and
collegues.
• Try to more efficiently collaborate with other breastfeeding
and health care professionals.
• Drive mother-friendly, baby-friendly policy.
• Connect, learn and co-operate with breastfeeding health
champions.
• Build bridges and build community.
• Support, help, heal and move forward.

Thank you
• MSc. Iris Wagnsonner, Iris Wagnsonner, IBCLC
• Internet www.koerpergarten.at
• E-Mail info@koerpergarten.at
• Blog: www.koerpergarten.at/blog
• Twitter: https://twitter.com/Koerpergarten
• Facebook:
https://www.facebook.com/pages/Körpergarten/244642010520
• Founder of Körpergarten e.U.,
• Editor in Chief Lactation and Breastfeeding the E-
Magazine of ELACTA www.elacta-magazine.eu

References
• T. Weinberg: Social Media Marketing, O‘Reilly
• M.Walker: Stealth Formula Marketing−−Coming Soon to a City Near
You? J Hum Lact 2012 28: 278; DOI: 10.1177/0890334412446373;
http://jhl.sagepub.com/content/28/3/278
• Iona Macnab, BA(Hons), LLB, IBCLC1, Wilaiporn Rojjanasrirat, PhD,
RNC, IBCLC2, and Alisa Sanders, RN, IBCLC3: Breastfeeding and
Telehealth; Journal of Human Lactation; 28(4) 446–449; http://www.
sagepub.com/journalsPermissions.nav; DOI:
10.1177/0890334412460512
• Amber D. McCann and Jeanette E. McCulloch : Establishing an
Online and Social Media Presence for Your IBCLC Practice; J Hum
Lact 2012 28: 450; DOI: 10.1177/0890334412461304
• Sheryl W. Abrahams: Milk and Social Media: Online Communities and
the International Code of Marketing of Breast-milk Substitutes; J Hum
Lact 2012 28: 400 originally published online 6 June 2012 DOI:
10.1177/0890334412447080; http://jhl.sagepub.com/content/28/3/400

References
• Azza H.Ahmed, DNSc, RN, IBCLC, CPNP1, and Mourad
Ouzzani, PhD2: Interactive Web-Based Breastfeeding
Monitoring: Feasibility,Usability,and Acceptability; Journal
of Human Lactation; 28(4) 468–475; DOI:
10.1177/0890334412451869
• Wilaiporn Rojjanasrirat, Eve-Lynn Nelson and Karen A.
Wambach : A Pilot Study of Home-Based
Videoconferencing for Breastfeeding Support; J Hum Lact
2012 28: 464 originally published online 16 July 2012
DOI: 10.1177/0890334412449071

SMS Help
http://www.examiner.com/article/breastfeeding-texting-
campaign-guides-new-york-city-s-pregnant-new-mothers

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