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Investors: Should Twitter Push More Sponsored Tweets Through TweetDeck?

Investors: Should Twitter Push More Sponsored Tweets Through TweetDeck?

TweetDeck is a dashboard that curates content from Twitter Inc (NYSE: TWTR) and other social media sites. The application, released in 2008, remained independent until Twitter acquired the platform in 2011 for $40 million.

Unfortunately for the Internet, TweetDeck was down for several hours on Thursday morning. As Business Insider's Jay Yarow tweeted, "With TweetDeck being weird, I'm using Twitter on the web. Like an animal." Others weren't too happy either:

The Business Angle

That got some traders Benzinga talked to wondering: Is there a business lesson from this outage? What's obvious now -- if it wasn't already -- is a portion of Twitter users use only TweetDeck.

TweetDeck doesn't regularly feature Promoted Tweets on its platform, according to several regular users. Of note, Twitter's FAQ section said tweets from advertising partners may appear through "mobile clients," which include TweetDeck. Twitter couldn't immediately be reached for clarification on this matter.

Either way, that's a large populace Twitter is not tapping consistently. This morning, multiple traders who were interviewed said they'd be on board with Promoted Tweets if they appeared more frequently in the application. It's possible this could -- theoretically -- lead to more advertising revenue for the company, a potential boost for investors. Trefis reports 56 percent of Twitter's 2015 revenue has come from U.S. advertising.

What Do You Think?


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