The trick to stopping the increasing phenomenon of social media campaigns against brands is to take away the momentum as the “commitment level is bugger all”, according to the head of Macquarie Radio Network.
Last year CEO Russell Tate's (pictured) group felt the sharp end of activists when a campaign was kicked off against Alan Jones after the 2GB presenter made remarks about the Prime Minister's dead father.
The group pulled all advertising from the station after a massive backlash from activists against brands spending with the network.
But Tate said the decision not to pull Jones off the air was the right call, as most of those protesting “have never even listened to 2GB”.
At a panel at Mumbrella360 he also took the chance to take a swipe at music rivals and the relative share of revenue AM stations get to FM.
Tate added: “Talk radio is bullet proof. I would hate to be in music, that's really difficult.”
When talk turned to music streaming, Ciaran Davies, CEO of ARN, said the evidence was that the service increased audiences rather than took them away, citing figures from the I Heart Radio system that they are set to roll out locally soon showing some audiences double.
This view was shared by Cathy O'Connor, CEO of DMG, who added the interesting lesson they had from their relationship with radio was just how important the stations were.
O’Connor said: "Radio stations can be quick and at the forefront of these things. We have learned how valuable we are because of the audiences we have and the ability to engage with them."
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