Analyzing Engagement: A Study of Teething-Related Discussions and Trends on Facebook.

Abstract

Caregivers often use Facebook to seek advice on children's health issues, including teething. However, the lack of professional oversight on this platform can lead to the spread of misinformation, emphasizing the need for research on user engagement with teething content. This longitudinal study assesses public interaction with teething-related information on Facebook, aiming to inform children's health organizations about creating accurate social media content. A year-long analysis of English-language Facebook posts tagged "teething" was conducted, focusing on public pages and groups, while excluding unrelated or private content. Sources were categorized, and engagement was measured against page likes or group memberships. Chi-square and Kruskal-Wallis tests were used to evaluate statistical differences in post types and engagement by source (P < 0.05). Out of 193 relevant posts, interactive content was the most common (112 posts (58%)), followed by miscellaneous (59 posts (30.6%)) and educational content (22 posts (11.4%)). Noticeable confusion among users was observed concerning teething symptoms and processes. Misinformation was prevalent, particularly regarding the use of amber necklaces, amber teething toys, topical anesthetics, and nocturnal bottle feeding for relief. The engagement rate for teething content was low at 1.09%, with significant variations in content strategies by source (P < 0.001), though engagement rates were consistent (P = 0.406). The study uncovers active but misinformed discussions about teething on Facebook, marked by a lack of evidence-based advice and low engagement rates. These findings emphasize the immediate need for children's health organizations to provide scientifically accurate information to foster a better-informed online community.