Online information on human milk donation: a content analysis of web search trends, search results, and social media
This study analyzes online information on human milk donation across search engines and social media in English and Spanish, revealing that while institutional sources focus on procedural details, social media offers diverse personal experiences and addresses user concerns, highlighting the need for healthcare professionals to better tailor their digital communication to meet public informational needs.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
Imagine the internet as a giant, bustling library where everyone is looking for answers. Sometimes, you need to find a specific book about how to fix a leaky faucet or how to bake a cake. Other times, you are looking for something much more precious and personal: a way to help a baby who cannot drink their own mother's milk. This is the world of human milk donation. Think of it like a community kitchen where moms who have extra milk share it with families who need it, ensuring the most vulnerable babies get the best start in life. Scientists and doctors have long known that this "liquid gold" is amazing for babies, but they also know that many moms want to help but feel stuck because they don't know the rules or where to go. They turn to the internet, the modern-day town square, to ask, "How do I do this?" and "Is it safe?" But what if the town square is full of confusing signs, or worse, misleading maps? That is the mystery this study sets out to solve.
A team of researchers decided to become digital detectives, scanning the internet to see what kind of information is actually out there for people looking to donate breast milk. They didn't just look at one place; they checked the big search engines (like Google) and the popular social media apps (like Instagram, TikTok, and Facebook) in both Spanish and English. They wanted to know: Who is talking about this? Are they doctors and hospitals, or random people? Are they telling the truth about how to donate, or are they trying to sell something?
Here is what they found. When people in Spanish-speaking countries (specifically Spain) typed questions into Google, the results were very steady and calm. The top answers almost always came from hospitals and health organizations. These official sources were like the librarians of the internet, sticking to the facts about how to become a donor and why donated milk is good for babies. The search volume was pretty consistent, with a little bump every May when the world celebrates Human Milk Donation Day.
However, the English-speaking internet (mostly the US) was a much wilder ride. The researchers noticed a huge spike in searches in 2022, which they linked to a shortage of baby formula in the country. It was like a sudden rush of people running to the store when supplies ran low. On Google, the top results were still mostly from hospitals and milk banks, but there was also a mix of companies and even pages talking about buying and selling milk, which is a tricky and unregulated area.
The real magic, though, happened on social media. While Google was the serious library, social media was the lively town square. Here, the "librarians" (hospitals) were often outnumbered by influencers, regular moms, and content creators. Instead of dry manuals, people were sharing personal stories, videos, and photos. On platforms like Instagram and TikTok, the most popular posts were short videos (Reels) where moms shared their own experiences of donating. It was emotional and relatable.
But there was a catch. In the English-speaking world, some of these social media posts started talking about "challenges" where people could win gift cards for donating, or they even hinted at buying milk online. The researchers spotted these only in English content, not in the Spanish content. This suggests that in some places, the internet is turning a noble act of sharing into a marketplace, which can be dangerous if the milk isn't checked for safety.
The most interesting part came from reading the comments under these posts. While the official websites talked about the "process," the real people in the comments were asking the questions nobody else was answering. They were worried about how strict the rules were, if they had enough milk to give, and if they would be safe. They also mentioned that doctors hadn't told them about donation before. It turns out that while the internet is great for finding facts, it's also the place where people's real fears and confusion come out into the open.
In the end, the study suggests that the internet is a double-edged sword. Search engines give us the official rules, but social media shows us the real human side of the story, including the worries and the barriers that stop people from donating. The researchers believe that hospitals and health workers need to get better at using these fun, visual social media apps to answer those real questions and make sure everyone knows how to donate safely, without getting lost in the noise of the internet.
Drowning in papers in your field?
Get daily digests of the most novel papers matching your research keywords — with technical summaries, in your language.