Link shortening, the act of turning a long URL into something more like 10-13 characters, has become an important online activity. So much so that tools have cropped up just to provide this service.
For example the URL for this specific post is https://www.ducttapemarketing.com/blog/2011/01/10/link-shortening-for-branding/, but a shortened version that would direct people to the post could be this http://ducttape.me/shorter1
Tools such as bit.ly, ow.ly and even Google’s goo.gl convert links to tidy a version, and perhaps equally as important, provide link analytics that can teach you a great deal about the traffic to clicking of a certain link.
Sharing links to content, both your own and that which you find useful, has become a very important tactic and Twitter’s 140 character limit certainly made shorter links necessary.
As this tactic of aggregating, filtering and curating content grows, brands have started to look for ways to provide shortened links as a standard branding practice. You’ll find links throughout social media to Pepsi as pep.si and C-Span as cs.pn. Amazon links on Twitter automatically shorten to an amzn.to link.