Friday, 15, Apr 2011 03:35
Companies keen to use news sharing as a marketing tool may want to make sure they are using shortened URLs in the right way.
Norton's director of regional product marketing, Con Mallon, says spammers are becoming savvier about the way they use short-links - but so are members of the online audience.
As a result, more people are taking time out to consider whether or not they should follow a link before clicking on it.
For companies whose news-sharing campaigns are not properly thought out, this runs the risk of rendering top-quality content moot due to a poorly devised short-linking strategy.
"Some people have become a little more savvy to looking at the URL to see if it really does look like a proper URL from that company or that individual or that website," Mr Mallon explains.
His comments highlight the importance of a rigorous URL structure for the whole website - including its online news section - as a tool in making sure shortened URLs continue to receive clicks from readers, wherever they are distributed.
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