Casual users of Twitter might not realize it, but that platform is one of the most effective online marketing tools that companies have at their disposal. With only 140 characters, organizations are able to share news stories, make interesting observations about their industries and generally stay in touch with tech-savvy customers that decide to follow their tweets.
However, it's important to understand how to make sure that these messages are effectively deployed. Sharing news stories, external links and even a company's own website is very common on Twitter, but it might seem like the 140 character limit would make this difficult. That's why it's important to shorten URLs to make tweets easier to read and to be sure that a Twitter account is looks nice and professional.
Tools such as bitly are important for doing this. This service essentially lets users find a lengthy URL or link and shorten it to a very small string of characters. Doing so gives tweets a much nicer appearance, and it also makes it much more likely that people will want to follow your feed and share your posts. This sharing is a big part of improving search engine optimization efforts since Google looks favorably on websites that receive a lot of social media shares.