Guide to navigating social media PARENTING GROUPS

Social media groups offer useful support to new parents. Here's how to tell if there's marketing involved

- NICOLE BRIDGES

For new parents struggling with challenges such as breastfeeding and sleep deprivation, social media can be useful to turn for advice. Digital platforms such as Facebook and Reddit host a range of groups that offer peer support and information.

Research shows connecting with other new parents can also foster a sense of community.

But there is growing cynicism that businesses and influencers may be using groups to push their products and services.

In recent media reports, new parents have complained about being misled, after discovering the parent support group they thought was founded by a local mum was run by a media company owner and monetised through advertising.

So how can you tell when commercial interests are involved?

Here’s what to look out for to get the best from online parenting groups.

How social media groups can help

In Australia, closed Facebook groups are a popular choice for parents accessing free peer support and online information. Closed groups are not public — they are run by administrators and moderators who approve requests from other users for membership.

These groups are often started by not-for-profit organisations or parents themselves and provide a number of benefits. Parents can connect with others, share experiences, seek advice and learn about different parenting styles.

This can be particularly useful for people in remote and outback areas who may find it harder to access in-person support, and proved essential during Covid-19 lockdowns. My research with colleagues has revealed the important role these groups can play.

In several studies we examined how parents use closed Facebook groups facilitated by the Australian Breastfeeding Association.