News of Melania Trump's apparent plagiarism of Michelle Obama's 2008 speech at the Republican National Convention originated with a tweet. Here in Cleveland, Twitter (TWTR - Get Report) probably wouldn't mind seeing more controversy like that one, which is driving the RNC conversation through the second day.
"We don't necessarily hope for blunders or bad moments, but we are obviously standing by," said Jenna Golden, head of political advertising at Twitter.
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The social media company has put on a full-court press at the GOP gathering this week. It has rented out local eatery Greenhouse Tavern -- with a mini-golf course on the rooftop. It has also teamed up with The Washington Post to put out a camera-toting robot reporter covering the convention via Periscope, Twitter's live video app. On Wednesday, it will host a "Women Power Politics" event alongside Cosmopolitan.
In the Quicken Loans Arena, Twitter has set up a Periscope booth for delegates and politicians to interact with users and constituents live. Utilizing a Twitter Q&A app built specifically for high-profile figures, it allows them to respond in videos -- a plus for long-winded politicos who chafe against 140-character constraints.
Some trade associations and candidates have plans to utilize the platform with paid campaigns as well. The American Petroleum Institute, for example, is leveraging conversational video ads. Twitter expects more paid advertising to come Wednesday and Thursday, the last two days of the convention, including paid trending topics.
This marks the first full election cycle Twitter has had a political advertising team in place, and 2016 marks an enormous business opportunity for the company. Donald Trump's heavy use of the platform has put it in the headlines day after day.
Still, it's not all smooth sailing.
"This cycle has been unique," said Golden. "There's been a lot of earned media that's going to a lot of the candidates, which puts the paid piece in a little bit more of a challenging space."
She said what her team aims to do is to show candidates that the success they are having organically can be multiplied many times over with a paid bump. The conventions represent a chance to connect with campaigns and show what the platform can do.
The RNC is the first of a number of big events that will certainly drive conversation on Twitter. The company will also be at the Democratic National Convention in Philadelphia next week and is banking on big numbers for the debates in the fall. The first Obama-Romney debate in 2012 generated 10 million tweets -- Twitter thinks the Clinton-Trump debates could generate much more.
Twitter is certainly making an effort to reach out to candidates and committees on both sides of the aisle, but its optimism about Election 2016 is cautious. Golden says the company doesn't expect to see a real bump in advertising until September, meaning investors won't know how it went until third and fourth quarter numbers are revealed.