Social media 'must innovate to sell brands to women'

Social media sites still have some way to go before they affect women's spending habits, according to a new report.

Women are not impressed by branding on social media sites, despite many of them using the services regularly, according to a new survey.

Undertaken by ad:tech Chicago and Q Interactive, the report was found that 83 per cent of women feel either neutral or negative when they come across a brand name on a social networking site.

However, 52 per cent of the women polled had become a fan of, or "befriended" a brand on one of these websites, which Drew Ianni, chairman of ad:tech Expositions, believes challenges brands to create a more meaningful relationship with women.

He says: "This tells us there is a willingness among women to partner with brands in social media - but the current dialogue is not where it needs to be."

The survey also found that 75 per cent of ladies responded that social networking sites either did not have much influence over their spending or none at all.

There will be a conference conducted by ad:tech in London later this month, which will be looking at digital trends and marketing providers.

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