Creating online communities to build positive relationships and increase engagement in not-for-profit organisations

The introduction of social media and social networking sites (SNSs) such as Facebook, has created public relations opportunities for not-for-profit (NFP) organisations that are substantially different from those available via traditional websites. Of the many types of social media that exist, Facebook is the most valued platform by businesses, which is no surprise as Facebook has the largest user rate and a diverse range of users globally, making it a perfect platform through which organisations can target their stakeholders. Drawing on a recent case study of the use of closed Facebook groups by the Australian Breastfeeding Association (ABA), this paper demonstrates how SNSs such as Facebook can be used by NFP organisations to create online communities that provide support for their stakeholders while building positive relationships that work towards achieving the elusive two-way symmetrical model of communication

The Future of Work and Childcare: Towards Equity and Justice for Western Sydney Communities

This white paper by Western Sydney University researchers advocates for more equitable models of work and childcare that prioritise gender equity, gentle parenting, community building, social support, and climate justice. The care economy in western Sydney is under-resourced and inflexible, and current policies prioritise economic growth over family and community relationships. Women, especially those from disadvantaged or marginalised backgrounds, face greater challenges in accessing education and earning less than men. The COVID-19 pandemic has further highlighted existing inequalities in work and childcare responsibilities. The researchers propose a vision statement and a place-based research agenda to influence socially just policy making and practices. The six proposed research streams include defining gendered workforce participation, understanding the childcare sector, mapping formal childcare services, generating a childcare stress metric, collecting evidence on innovative models and informal childcare supports, and co-creating equitable and just systems through design justice workshops with local people, groups, and the sector

Breastfeeding in the Australian media

Breastfeeding is a topic that frequently evokes extreme and passionate arguments – both for and against. The way a mother decides to nourish her baby can be one of the most antagonistic and emotive decisions she will ever make. A woman’s decision to breastfeed is influenced by a number of factors: demographic, psychological, cultural and social, and it is often difficult to isolate which factors are most influential (Hector, King, & Webb, 2005). One factor to be explored is the way the media represents and reports on breastfeeding issues, and the role the media can play in this decision-making process. This paper employs meta-analysis of existing literature and a limited content analysis of recent media coverage of high profile breastfeeding issues in Australia, to explore this issue

The faces of breastfeeding support : experiences of mothers seeking breastfeeding support online

The aim of this study was to advance understanding of the experiences of mothers using closed Facebook groups attached to the Australian Breastfeeding Association (ABA) and how these mothers find and share breastfeeding support and information using this forum. The study involved members of three closed Facebook groups that were chosen as interesting cases for study, based on the volume and nature of their posts. Members of these three groups then participated in online depth interviews and online semi-structured focus groups. The overarching theme identified was support, with four sub-themes that describe the nature of online breastfeeding support within the Facebook environment. These sub-themes are: community, complementary, immediate and information. It was found that social networking sites (SNSs) provide support from the trusted community. It is immediate, it complements existing support or services that ABA provides and also provides practical and valuable information for its users

Facebook as a netnographic research tool

The approaches detailed in this paper offer a reflexive view of the use of closed Facebook groups in a fully online netnography of breastfeeding mothers in Australia in 2013/14. The aim of this paper is to explore the unique opportunities and limitations of using Facebook as a research site and how this online approach differs from traditional ethnography. The paper begins with a review of the literature then moves through to a review of the research undertaken, introducing the context, study design and ethics. A discussion of the traditional ethnographic terms ‘field site’, ‘participant observation’, and ‘field notes’ are discussed in the context of online methods, including some of the associated issues and ethical considerations. The author goes on to argue that due to the digital nature of contemporary social life, this fully online method of data collection should be considered a mainstream ethnographic technique, due to the mediated nature of communities in the twenty first century

Breastfeeding peer support on social networking sites

Employing an online ethnographic research approach, the purpose of this study was to describe the nature of breastfeeding peer support that members seek and receive via closed Facebook groups facilitated by the Australian Breastfeeding Association (ABA). The quantitative data collection for this netnography was undertaken by the researchers following the activities of 15 individual ABA-sanctioned closed Facebook groups. All wall posts and comments for these groups were captured as images over a 4-week period between July 21 and August 17, 2013. The dataset included 778 wall posts that were coded as 165 (21%) queries and 613 (79%) shares. Of the queries (165), 36% posted with informational queries and 64% posted with informational and emotional queries. In terms of shares (613), 40% posted with informational shares and 60% posted with informational and emotional shares. Of the 778 wall posts, 54% (418) were short (0–25 words); 26% (202) were medium (26–100 words) and 20% (158) were long (100+ words). The findings presented explore the characteristics and contents of the queries and comment responses, illustrating how Facebook can be used to provide social support in addition to learning and coping strategies in this online community

[In Press] Using citizen science to engage the public in monitoring workplace breastfeeding support in Australia

Issue addressed: Returning to work is a major barrier to continued breastfeeding. While many large organisations in Australia have policies to support breastfeeding and expressing at work, it is not known how these are implemented in practice, what support is available in smaller workplaces or to what extent workplace support meets the needs of breastfeeding mothers. Methods: This pilot study trialled a citizen science approach where members of the public provided photographs and descriptions of breastfeeding facilities and support within their workplaces. The study was promoted through community networks and social media, and data were submitted via an online survey. Data were analysed inductively to identify key themes. Results: Thirty‐seven participants provided data on breastfeeding support in their workplace. Three key themes were identified: physical features and facilities; workplace culture; and organisational and occupational characteristics. There was considerable variation in workplace support and around half of the participants indicated that they had to use communal, poorly equipped and/or unhygienic spaces to breastfeed or express at work. Conclusion: While some employers have taken important steps towards supporting mothers to combine breastfeeding and work, there is room for improvement. Through this pilot study, we have demonstrated the feasibility and value of using a citizen science approach to obtain data from a range of workplaces along with perceptions of workplace characteristics that support or hinder breastfeeding and expressing at work. So what?: Citizen science is a useful approach to capturing data on workplace support for breastfeeding and could be scaled up to enable ongoing monitoring. The findings raise important issues around the interpretation and implementation of current legislation to support mothers in the workplace