Because they are viewed as driving most purchasing decisions for the home, moms, as a demographic, have a great allure for advertisers. They are  eager to engage with moms in any space, social media not least among them. Of the social networking sites targeting this audience, the largest is CafeMom, which boasts more than 60,000 mom-created groups. Launched in late 2006, CafeMom’s page views now pass such mainstream sites as iVillage, babycenter and marthastewart.com. One person responsible for the site’s meteoric rise is Laura Fortner, the site’s SVP of marketing and insights, who helps advertisers understand more about moms and, in the process, has established CafeMom as a principal source of information and expertise about this important segment.
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