Going Live: Using Social Media to Strengthen Student Midwifery Communities
This is the sixth blog in a series written by the Royal College of Midwives (RCM) on the importance of midwifery associations engaging student midwives. This time, we explore how associations can stay connected to their student members through effective and engaging use of social media.
Social media has become a central tool for professional organisations to connect with their members in ways that are immediate, interactive, and personal. For midwifery associations, it offers unique opportunities to reach students and newly qualified midwives where they are, providing both support and a sense of belonging. One key way we are doing this is through our Instagram Live series, which has created a digital space for dialogue, learning, and community.
How the RCM Has Engaged Students Through Instagram Live
Launched in September 2023, the Instagram Live series was designed to support individuals at every stage of their midwifery journey. Hosted by a Professional Advisor for Education at the RCM and supported by a Digital Content Creator, each session became more than just a broadcast—it was a conversation.
Guest speakers included students, educators, and newly qualified midwives, who shared experiences and practical advice. Audiences were able to submit questions in advance or ask them live, creating a real-time exchange that felt personal and accessible. The results were impressive: more than 5,000 views, a global reach beyond the UK, and meaningful engagement that extended far past the live sessions themselves.
The series explored the different stages of a midwifery career, from choosing midwifery as a profession and applying to training, to staying motivated during education and stepping into qualified roles. By using an informal, conversational tone, the Lives made professional guidance approachable and helped build trust within the student community.
How Midwifery Associations Can Use Social Media to Build Community
The RCM’s approach provides a model that other associations can adapt to strengthen their student communities:
- Build community, not just content: Prioritise creating spaces for connection, not only sharing information. When members feel supported, they are more likely to stay engaged.
- Meet members where they are: Platforms such as Instagram, TikTok, WhatsApp, and others are already part of daily life. Use them to share timely, relevant content.
- Foster two-way communication: Engagement works best as a dialogue. Allow space for questions and encourage members to share their own experiences.
- Highlight diverse voices: Feature students, educators, and early-career midwives to ensure content feels relatable and inclusive.
- Promote professional accountability: Provide guidance on safe and professional use of digital platforms. The RCM, for example, offers an online module, Staying safe with social media, to support members in navigating these spaces responsibly.
Social media, when used thoughtfully, can help professional organisations strengthen community ties, showcase diverse perspectives, and provide students with reassurance and inspiration. The RCM’s Instagram Live series demonstrates how digital tools can bring student midwives together, creating a sense of belonging and shared purpose.
As midwifery continues to evolve, associations have a vital role in ensuring students remain connected to the profession and each other. By embracing digital platforms with purpose, midwifery associations can nurture strong, engaged communities that extend far beyond traditional membership spaces.
