The mom effect. Apparently, women who follow brands on social media are more vocal and interactive when they become moms. Is this because they are grappling with a lot of buying criteria they never had to think about before? Safety and health issues predominate, I would guess. Carriers, car seats, furniture — all present significant new issues regarding form factors, ease of use, and of course value. This survey doesn’t say, but I’m guessing these are first-time moms. Who has time after the second… or third? via The Ripple Effect of Following a Brand on Social Media - eMarketer