Airlines and Short URL Services – Protect Your Brand

You would probably have be living under a rock if you weren’t familiar with services that truncate long URL’s into shorter, more manageable links. For those of you that don’t know what they are, they take a loooong URL and shorten them down to fewer characters so they can be more easily managed for dissemination or distribution over the web.

This post is directed at any business, although airlines generally have the IT staff and infrastructure to easily implement what I’m suggesting quickly and easily at virtually zero financial cost, yet it’ll add immediate value to an airline brand.

What is a short URL service?

In short, a short URL service will take a long URL, with multiple characters, such as this 211-character Google Maps link , and shorten it down to a more manageable and transportable length (21 characters). Because you’re forcing a user through your own redirection, one can easily capture data on when, who, how and why people are following your links.

Far easier to manage, right? They won’t break apart in text emails, they fit nicely into text messages, they’re far easier to remember, they make it easier to share, and they preserve precious space when using microblogging services such as Twitter that have a 140-character limit. Despite the ongoing argument for and against shortening services, it’s clear that they’re here to stay. The mission for web marketers and developers is to learn how we can help formulate a way of managing the services in a way that makes them more enjoyable for people to use.


The first URL shortening service, , was built by Kevin Gilbertson in January 2002 so that he would could truncate URL’s in a unicycle text Usenet newsgroup. The site now claims to host 400 million links and receives over 2 billion hits a month.

Since the site was launced in 2002, however, there has been a steady flood of new entrants to the truncation market with each new service providing a variation on the shortening theme. The simplicity of the code to accomplish the task, the abundance of open source code, the simple implementation and the inexpensive commercial solutions means that we’re likely going to see a lot more sites in the future.

Gilbertson worked alone on his project and his entrepreneurial spirit didn’t inspire further development beyond the initial implementation. When I heard Zdnet’s interview with Gilbertson I couldn’t believe his lack of enthusiasm to further develop his product. The tinyurl site has been reworked a little since 2002 but it still doesn’t offer the type of functionality offered by its competitors. The domain itself – – albeit descriptive, isn’t very short itself, weighing in at 18 characters. Most entrants to the market are now looking at name that is both meaningful (in some remote way) and short – meaning that minimum space is used during distribution. The most notable and arguably the more popular services include and .


The biggest benefit from a marketing perspective of using a short URL service is the ability to retrieve statistical data on all traffic that passes through the URL. Most premium services will allow you to view how many times a link was clicked, where it came from, and peak times of use. Anybody involved with online marketing can easily track the success or failure of a link and associated marketing campaign.

Criticism of short URL services

Short URL services are not without their critics. Since the destination URL is opaque, hiding the ultimate destination from a web user, the URL can unwittingly send people to sites that may offend their sensibilities, or crash or compromise their computer using browser vulnerabilities. Spammers and criminals often use truncating services to redirect users to dodgy online destinations that may load a browser with various vulnerabilities, spam or malware. For this reason, some people sensibly avoid clicking on short URL services from people they do not know – particularly in emails. If the shortener gets hacked , every link becomes a potential phishing attack. A short URL service is often a ‘mystery link’ with a destination that will escape the scrutiny of your spam filter. Services such as Twitter run rampant with dodgy links because of the loose connection between a user and his or her followers. Trust no one.

Many short URL providers have created a preview function attached to any URL that will assist in giving visitors peace of mind. Users can decide if they choose to follow your link after reviewing information such as the page title, description, keywords and brief excerpt of text. It’s normally good etiquette to provide a preview link rather than a direct link until you have established a measure of trust with your intended audience. There are some browser add-ons that automate the task of deciphering short URL’s on-the-fly for the major shortening players in the market.

Link rot is the process by which links gradually become irrelevant or broken as time goes on because the destination URL that they link to is either deleted, edited to be entirely different, or simply moved to a new location. Short URL services contribute to linkrot on the Internet, and it’s estimated that over 7% of all short URL’s created link to a site that no longer exists (this will grow substantially over time). This puts additional pressure on web developers to create 301 redirects (or something similar to preserve legacy navigation structures) yet only a small portion of developers adhere to this unwritten rule of best practice.

What happens when a short URL service goes out of business? Well, basically, your link dies with it. Not a real big deal when you’re distributing a URL intended for short-term personal use… but what about when you’re using the link with a view to some permanency for the purpose of a longer term airline marketing strategy? The most high profile and noteworthy example is the sulky demise of who, in a juvenile hissy fit, announced that they would shut down their operation after Twitter awarded default truncating functionality to Although stated that links would continue to work until 31 December 2009, that’s still not much comfort to anybody that used the service for business purposes. In the wake of overwhelming publicity (perhaps that was the point?) later decided to release the website back into the wild as a community (open-source ) platform. offered to buy for $10,000 (in the interest of preventing linkrot) but that insulting offer was rejected, and the owners instead opted to disappoint everybody by simply shutting the service down. This high profile case is a good example of the dangers of entrusting important business related statistical data to an online business with an unknown financial future, and its demise reignited a long-standing debate on the use of URL services and indeed the entire shortening ecosystem that services like Twitter has helped create.

There are cases when short URL services have gone out of business and another unscrupulous investor has purchased the service only to redirect everything to their own page. All your efforts in disseminating links across the web could eventually simply redirect your users to a porn site (how would that affect your brand?). Even legitimate companies have managed to get away with this kind of link mutilation.

Another criticism of short URL services that many users aren’t necessarily aware of is the lack of privacy of their information. Adding a + sign to URL’s, as an example, will output statistical data that many would presume is private. How secure is your marketing data, really? What happens to your airline marketing data when privacy policies change overnight?

Short URL services adds yet another layer of indirection to a system already prone to a number of errors. When using a shortening service, you’re adding what could be considered to be a third DNS resolver, except one that is assembled out of unvetted PHP and MySQL. DNS requests take time and adding a middle-man in the mix will inevitably delay the time it takes to serve a page. Not such a big deal, really, but you’re investing trust into another system that could reflect poorly on your brand if the service doesn’t deliver to user expectations.

Big players enter the market

It was only a matter of time before the Silicon Valley mafia released their own shortening products. Big names like Google, Facebook and YouTube in the market potentially means that popular services like are well and truly in deep

Google unveiled its short URL service last month at – meaning that if you were in a position to use their service, there would be no guessing who created the link when you send it to somebody. Google offers a certain measure of credibility, longevity, and quality assurance by virtue of their own malware database. The service is currently only available from within certain applications but it’s only a matter of time before the service is widely released for the consumption of the general market. I can only imagine how magnificent this service will be if it were integrated with Google maps and Google charts with tracking from within Google Analytics. It would be fair to say that every other short URL provider should consider buying a cheaper car this year.

Facebook have released a short URL service at Nice. Short. Good idea. You can already access your own profile using the shortened URL. For example, my own profile is at, making it easy for me to send my own profile links (and various brand pages) via microblogging services. The full extent of’s functionality is still very much an unknown, but if it’s anything like the actual Facebook platform we’re in for a service that could potentially crush the rebellion once and for all. Facebook are already truncating links from within various mobile applications.

YouTube have released their own shortener at . What a brilliant way of protecting their brand name. It gives users an assurance that the link is guy-pie free and will direct you to a video on the YouTube website. It gives YouTube ownership of the short URL’s linking to their site and is a measure of quality control for visitors that may normally be hesitant to click on a short link. Again, linked with Google analytics and other services it could potentially be a great way of tracking video marketing campaigns. Because the video ID remains intact it will be easy for developers to use the links as if they were the original.

Protect your brand

Every link you send as part of a marketing strategy can potentially damage your brand. What happens when a link changes? How do you feel about sharing a domain used by spammers and porn marketers? There’s absolutely no reason why any aviation organisation, particularly airlines – large or small – shouldn’t invest in their own branded shortening service. It’s inexpensive, it’s quick, at it means that you retain exclusive rights to your sensitive marketing data and links – and your organisation manages exactly how the service operates. Businesses can run a truncating service in a dedicated sub-domain or a shorter domain that retains some link to the actual company name – as Google and Facebook have cleverly done.

Short URL services can be built in minutes with no more than 15 or 20 lines of code. The small price to pay for implementation of such a service is only a couple of hundred dollars so it’s ridiculous that organisations wouldn’t insist on ownership of their marketing data. Of course, given the available finances of most airlines, a very functional service could be set up quite quickly that would easily emulate and likely exceed the capabilities of commercial products. It will propagate your name, give your brand further recognition, and it would be well received by customers. Best of all – it’s managed internally. IT staff are some of the most anal information nazis I’ve ever met, so it surprises me when I see them using an external system for no good reason.

Links sent via microblogging services may be a valuable source of back-links for page-ranking search engines such as Google. Sending out short URL’s only serve to popularise the short URL’s domain at the expense of your own. Silly stuff. These third party providers may also profit from your campaigns via adverts served with your destination page. Even has a silly toolbar that cloaks the actual destination page with a frame they use to further their own marketing agenda.

We wouldn’t dare trust our sensitive marketing data to any third party provider – so we created . At the moment – although it’s a public site – tracking functionality is only available to a limited number of authorised users and via some custom applications we’ve built. If you require a branded short URL service for use in your own company and you’re one of our customers (or even if you’re not) let us know and we’ll help you out.

Airlines are becoming increasingly willing to share links via third parties via microblogging services, social networking platforms and video sites – all good for about a billion reasons… BUT, when there’s no social justification in using a third party application, airlines should manage those services themselves. I’ll be posting a bunch of good open source solutions soon.

Choice of Domain Name

I’ve had a look at a range of available names given the countless country TLD extenstions available. Airlines could easily find a good name that would fit their brand or accompany a marketing campaign.

Some example names that could be used are as follows:

Note that many of these domains are already registered, some even offering short URL services not sanctioned by the airlines that they seemingly claim to represent. None, however, are used by or registered to an airline. It’ll be interesting to come back in 5 years and see who has taken my advice. , , , , , , , or . There are literally hundreds of combinations.

The fact that so many of the airline brand names are registered – with some operating as unauthorised URL shorteners – makes for a good argument for airlines to protect their brand via domain name registrations that are the same as, or resemble, an airline trading name. Of particular concern is the owner of operating a URL shortening service when they have no affiliation whatsoever with the airline. This means that spammers, porn marketers and dodgy sales people can potentially use a trusted brand name to lure web users into following questionable links.

Protect your brand and take ownership of your data.

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  1. Pingback: Why You Absolutely Need Your Own Short URL Service – BELIEF MEDIA

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