I've spent a year researching and talking to parenting professionals, academic researchers, therapists, parent support group organizers (online and offline). We ended up working with 18 parenting professionals, most of them PhDs, to write content that is relevant to the spectrum of needs that dads are expressing.

The social network side of things was to try and reach dads where I was able to (being a non parenting professional) and validate that dads were indeed looking for such support on this range of subjects. Dads are on social networks and it's a great place to reach out to them. We agree that social networks are a terrible interface to offer support. We use it as a beacon to say, we hear you, we see you and we have our app if you want more qualified support.