If you’re a social media user like me, and frequent sites such as Facebook and Twitter, you may have noticed the use of mysterious-looking abbreviated links hosted by Web services like bit.ly and TinyURL. These services redirect longer URLs to a shortened version, allowing people to share previously long and unwieldy links in a small patch of social media real estate.E-marketing gurus have discovered the power of using these shortened links for tracking the effectiveness of online campaigns. I’ve also seen a number recruiting organizations follow suit by using these shortened links within their Twitter and Facebook pages to direct their followers to their careers Web sites or job postings—a quick and easy way to source within a world-wide network.
But have you ever hesitated to click on one of these shortened links because you were worried about where it would lead you?
Coca-Cola claims that it is the first company to use its own branded URL: CokeURL. Not only does using its own branded URL allow Coca-Cola to track conversations about its products within social media channels, but the company also hopes to lend greater credibility to its followers that they would be taken to Coca-Cola sponsored Web page.
If using branded links take hold on Twitter, Facebook, and other similar social networking sites, imagine the implications for the recruiting world and the ability to control your employment brand and track conversations about your jobs.
Written by: Xi Chen
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