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Improving maternal and child health is one of the Sustainable Development Goals to be achieved. Breastfeeding is a natural and sustainable strategy to achieving that goal. One factor proven to have a positive effect on breastfeeding behaviour is the optimization of social support. In the age of social media, social support has extended not only from the mothers surroundings but online through social media. This study aimed to analyse the structure and communication behaviour of social support obtained in Facebook group on breastfeeding. Qualitative methodology using netnography was used. Results show that action-facilitating support is the most exchanged, where more support was given than requested. The communication structure in the Facebook group is open with a radial pattern that is beneficial in breastfeeding communication because radial patterns are considered more effective in the diffusion of innovation and new ideas. Admins play a key role in the Facebook group communication network; they acted as cosmopolites, opinion leaders, and gatekeepers. In conclusion, Facebook group in an interactive and effective media for online social support communication of breastfeeding mothers. Interventions on breastfeeding should consider the use of social media as they can mediate the breastfeeding support not adequately provided offline.