Incorporating Facebook into Nonprofit Supports for Family Caregivers: Reflections on its Value and Relevance

Social media has a role in the lives of many family carers. We present a case study of Facebook (FB) use in Care Alliance Ireland, a small Irish not-for-profit carer support organization. In 2012, in its role as coordinator of National Carers Week, Care Alliance Ireland set up a Facebook page to increase reach and awareness of the week amongst family caregivers who used Facebook. Philanthropic donations in the early years of FB use enabled the large-scale and relatively efficient recruitment of followers through targeted social media ads. By July 2018, the organization’s FB page had secured upwards of 18,500 followers, over 75% of whom report as being either current or former family carers. This article posits that regular, considered, and varied posts offer a level of support and affirmation for the caring role that has a large reach, is cost effective, and represents an effective quasi-social work intervention.