-By Mike Shields

BabyCenter.com has rolled out a new social networking platform designed to foster connections among its audience of expectant mothers and parents of young children, marking the latest in a string of social media launches aimed at the mommy crowd.

The Johnson & Johnson-owned community/content site has unveiled a public beta version of its attempt at social networking at community.babycenter.com. The new channel offers many of the popular features common to sites like MySpace and others, though in this case its centered on families rather than individuals. For example, users can create profiles via which they can blog, share photos and videos of their children and form discussion groups. In addition, interested moms and dads can find other users who’s children are in similar life stages or who may live nearby.

Officials said that BabyCenter Community’s leverages social networking technology utilized by MayasMom.com, which the company acquired back in 2007. That site, along with the sister blogs MOMformation.com and FameBaby.com, continues to operate independently.

BabyCenter’s increased emphasis on social media underscores a growing trend, as parents are gravitating to blogs and community sites in  droves, as they increasingly seek advice from and commiserate with other members of their demographic on the Web—and major media companies are looking to tap into that audience.. Indeed, BabyCenter’s new platform arrives just as Disney is gearing up to expand the the  social networking functionality of Family. And earlier this year, MTV Network’s Kids and Family group made a big push into the space, snatching up Babunga, a network of niche parenting focused sites and blogs which includes BabyNamesWorld, 3DPregnancy, WikiParenting.

“Social networking has changed the face of communication and BabyCenter wants to bring together these parents in a place where they can easily share experiences, milestones, information and the joys and journey of parenthood,” said BabyCenter chairman/global president Tina Sharkey.