In this business you need to keep up with available and emerging technologies, but the trick to staying productive is to pick and choose the tools in which to invest your time. The tools I choose typically have some competitive advantage over other tools in the area of efficiency–there simply isn’t enough time in the day to explore inefficient tools in the hope that there is some hidden benefit as yet unexplored that will change the calculus of efficient time management. But this article makes me want to re-consider Bitly, a tool I have used solely to shorten links. It would seem I’m missing out on some potentially interesting Bitly tools. Analytics for links across multiple sites and media is just one benefit of Bitly, and this article explores other Bitly tools of which many are unaware.