Navigating parenthood in the digital landscape: a study on Facebook parenting community administrators

Purpose The purpose of this study is to investigate why and how administrators of parenting communities on Facebook facilitate information sharing and support within their groups. This research aims to explore the experiences of these administrators, recognizing their central role in shaping these important online spaces for parents. Design/methodology/approach This qualitative study employs an inductive approach to analyze semi-structured interviews with 20 administrators of Facebook parenting communities, overseeing groups with over 300,000 combined members. The research explores administrators’ perceptions and experiences in leading these online communities. This approach allows themes to emerge organically from the data, providing insights into how these key figures navigate their roles in digital parenting networks. Findings The analysis identified five main themes: community management, motivations, self-perception, sense of community and the community as a platform for personal and professional development. Administrators employ various mechanisms to control interactions and information flow, driven by a vision of creating supportive, informative spaces for parents. The results provide insights into the roles and experiences of administrators who have significant influence within their online parenting communities. Originality/value This study provides novel insights into the role of community administrators in shaping digital parenting communities. It examines why and how admins manage these communities. As social networks become increasingly pervasive, this research contributes to our understanding of effective leadership and information management in online parenting support environments.