Link-shortening site adds Web search to its offerings

Most recognized for its link-shortening product, Bitly recently rolled out social search and reputation monitoring features.

What: Most recognized for its link-shortening product, Bitly recently rolled out social search and reputation monitoring features. The offerings, both in beta, are part of the company's enterprise solutions portfolio.

Andrew Cohen, GM at Bitly, says the company aims to predict topics that are trending on multiple platforms so that organizations and brands are able to stay on top of what people are saying before it becomes a larger issue.

How: Bitly is able to track each URL it shortens in order to gain a grasp on the most viral content on the Internet. Enterprise customers can enter queries into the social search to find an array of results from the Web.

The results Bitly displays are related to the stories the company believes will get the most attention, regardless of whether they would receive a high page rank on a conventional search service such as Google.

"Every page in our index gets a social score," adds Cohen. "We rank results according to how much viral traffic they're likely to receive over the next 24 hours."

Why: Beyond the expanded results available through social search, Bitly's reputation monitoring product tracks volume and sentiment on a dashboard. It also uses email alerts to notify customers when people are talking about their product or company. In addition, the technology can be localized to produce highly specific results.

"We are able to show you the most viral content about President Obama in New York, the most viral content about him in California, and put the differences side by side," Cohen explains.

Who: Bitly Enterprise's social search and reputation monitoring features are helpful for anyone in the communications, PR, and marketing fields. They will also be of use to other large brands and companies looking to track what is being said online about them.

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