Noa Gafni has an insightful article about attracting and engaging social media moms on the Mashable blog at:
http://mashable.com/2009/02/13/social-media-moms/

Here's the post:

HOW TO: Attract and Engage Social Media Moms
by Noa Gafni
February 13th, 2009

Noa Gafni is a social media consultant with a focus on women and Gen Y. She authors Webutantes, a blog about Internet trends impacting women.