As more and more people use Twitter as a platform to broadcast their news the need to shortern URLs becomes important,
Google launched their own online URL shortening tool some time ago, we have been using it for the past year.
They have now developed it with a fancy bit of code that shows how many clicks your particular shortened URL has had. For example, I Tweeted yesterday and included a link to this page http://www.arkom.co.uk/news/article/google-updates.asp which is far too long for Twitter so I shortened it to http://goo.gl/1akd9 using the shortening tool
Now when I go back on I can see that 9 people have clicked on that link in the past 2 days. A nice touch by Google allowing to track the effectiveness of your links whilst going about your daily marketing!