If you want to use URL shortening services (like Bit.ly or to Goo.gl) to make posted links either less conspicuous, more readable, or traceable, be sure to check that they actually work.
I set up a paid advert used a shortened URL - I could see that people were clicking the advert, but no-one was being redirected by the shortened link. Both of the above services had marked the link as 'potentially dangerous'... they were just reflinks, so I don't know what that was about. But the take-away here is:
If you need people to follow a link for traffic purposes, check that the resulting URL doesn't get blacklisted. If you don't check you risk wasting time/money on lost traffic.
In my opinion it might be safest to use a non-shortened URL. The biggest downside is then the reduced tracking that would have come via the shortening service. Solutions to this problem, and stories relating to it, are welcome in the comments below.