Moms are spearheading the transition from desktop social networking to mobile social networking, according to a new eMarketer report, with more than 6 out of 10 moms using smartphones and a fifth using tablets. That's driving a marked increase in moms' total social-network use but presents some thorny challenges for marketers, who must take a holistic approach to social advertising. "Businesses that take this approach not only stand a better chance of reaching moms now, but they can prepare themselves for the inevitable usage shift that other demographic groups will make," the report argues.