In the Twitter world of 140 characters or less shrinking the URL is not only the new normal but it has become an imperative. Data across the Internet is now fetched from sub sections of websites with extensive distinguishing codes making many of the longer URLs unable fit in the allotted 140 characters space even if no additional text was added. To facilitate the size reduction there are currently over 100 URL shrinking sites on the Internet offering a variety of features from custom names to tracking and keywords.