Accepted for/Published in: JMIR Formative Research
Date Submitted: Sep 15, 2020
Date Accepted: May 19, 2021
Virtual Engagement on Social Media: Content analysis of an Online Community of mothers with substance use
ABSTRACT
Background:
Co-occurring substance use disorder is common among pregnant and parenting women with mental illness, but only a small percentage of these women utilize relevant services and treatment. Social media has the potential to convey benefits to a broad population of women with mental health conditions, including those in the perinatal period.
Objective:
The study aimed to explore the reach and engagement with substance use content related to policy, practice, or perceptions of substance use among participants in a growing online community of over 31,000 pregnant women and mothers with mental health conditions on Facebook.
Methods:
Eighteen pieces of substance use content, varying in type and target of content, were posted on Facebook. Resulting reach and engagement data were collected between May 2019 and October 2019.
Results:
Overall levels of reach ranged from 453 to 3,045 Facebook users, related to the type of content (policy, practice or perceptions) and substance (opioids, cannabis or alcohol). Levels of engagement (likes, comments or shares) varied depending on the type of content posted (informational or experiential). Additional research is needed to explore variations in reach and user engagement among different types of substance use content.
Conclusions:
Findings suggest social media can be an extender of the substance use system of care by using it to communicate substance use information with pregnant women and mothers with mental illness, as well as potentially promoting access to and engagement with treatment services.
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