Presentation I gave at the 2012 Breathing New Life maternity conference: http://www.breathingnewlife.remark.com.au

1. HOW SOCIAL MEDIA IS INFLUENCING
THE CHOICES WOMEN MAKE DURING
THE CHILDBIRTH CONTINUUM
Sarah Stewart 2012
sarahstewart07@gmail.com
@SarahStewart
http://www.flickr.com/photos/54258032@N00/30944163

2. 8 out of 10 people have looked up
health information on the internet
Pew Internet and American Life Project, 2011

3. 96% Australians look on the Internet
for information on their symptoms
before they go to a doctor
Bendall 2012

4. 83% women go online to look for
health information
Pew Internet and American Life Project, 2011
http://www.flickr.com/photos/79576592@N00/125710155

5. 19% of internet
users look online
for information
about pregnancy
and childbirth
Pew Internet and American Life Project, 2011
http://www.flickr.com/photos/48819968@N00/12390581

6. Canada 37% babies have digital
identity before they are born Dawson, 2010
http://www.flickr.com/photos/44124425616@N01/228236016
0

7. Australia/NZ 41% newborns
on the net Dawson,
2010
http://www.flickr.com/photos/44124425616@N01/263468198
2

8. USA 92% children have online
presence by 2 years old Dawson,
2010
http://www.flickr.com/photos/86603835@N00/19650368

9. What is social media?
“web-based and mobile technologies that turn
communication into interactive dialogue”
Wikipedia:
http://en.wikipedia.org/wiki/Social_media
http://www.flickr.com/photos/73532212@N00/2945559128

10. 33% American use
social media in
relation to health
issues PwC Health Research Institute 2012
http://www.flickr.com/photos/26667277@N00/32953415
9

11. Parents talk about childbirth
http://www.youtube.com/watch?v=niJ6F2p9Ql8&feature=fvst

12. They broadcast their births

13. They share information and advice
http://www.facebook.com/MidwiferyToday

14. They support each other

15. They build communities of interest
http://www.facebook.com/delayedcordclampin
g

16. They have virtual births

17. They become activists
http://www.facebook.com/pages/Save-HBAC-in-Australia-fan-page/239430759403371

18. They talk about health care
professionals

19. What are the
implications for
health
professionals?
http://www.flickr.com/photos/48819968@N00/2925293661

20. Women want flexible
communication, but
aren't getting it with
health professionals
Dallas Knight 2012
http://www.flickr.com/photos/51035555243@N01/29637288
0

21. Women want to
feel their
communication
needs are being
met, but health
professionals are
ignoring this
Dallas Knight 2012
http://www.flickr.com/photos/21353838@N06/268184120
5

22. Women feeling uninformed by health
professionals, which affects their
ability to make choices & decisions
about their care Dallas Kinght 2012
http://www.flickr.com/photos/77476789@N00/220190750
0

23. Challenge:
Did you know there is no mention of
Australian midwifery on Wikipedia?
Did you know most information
about obstetrics is from American
perspective?

24. Infrequent antenatal visits &
constant need for information
triggered use of Internet Lagan, Sinclair & Kernohan 2011
http://www.flickr.com/photos/8566600@N07/280169005
7

25. Women are a lot more informed &
wish to be treated as partners in
decision-making process Lagan, Sinclair & Kernohan 2011
http://www.flickr.com/photos/34120957@N04/687010945
4

26. Balance of power between health
professional and “patient” is shifting
Lagan, Sinclair & Kernohan 2011
http://www.flickr.com/photos/73621375@N00/113236
5

27. What should health
professionals do?
http://www.flickr.com/photos/74821452@N00/20843942
7

28. Keep up to date with the
communication changes
http://www.flickr.com/photos/25159380@N00/364934935
3

29. Listen to what women are saying
http://www.flickr.com/photos/29195126@N02/4872728620

30. Join the conversation

31. Use social media to share evidence-
based, quality information
with women
http://www.flickr.com/photos/50318388@N00/1309683996

32. Support women to make sense of
information they find on the internet

33. Work in partnership with women to
support decision-making
http://www.flickr.com/photos/74637221@N00/3109380557

34. Sarah Stewart
sarahstewart07@gmail.com
Twitter: @SarahStewart
http://sarah-stewart.blogspot.com
http://www.facebook.com/sarahmstewart
http://www.slideshare.net/sarahs