Create a Short Domain to Increase Brand Awareness
Short domains (sometimes refered to as vanity domains) are all the rage.  You'll see companies like New York Times (nyti.ms) and TechCrunch (tcrn.ch) using short domains as part of their social media and link sharing strategy.
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posted:
06:04 PM 12/19/2012
This is how we roll! http://t.co/I2PeXodW #news
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A key point in creating our new site with web design and technology firm Avatar was to ensure that it would reflect our stores in New York and Los Angeles, along with the press that we have received as a go-to place for quality fabrics in the fashion and design industries. Our site, www.moodfabrics.com, not only showcases our generous selection of fabrics, but also offers our customers a ‘design assistant’ with a step-by-step virtual guide that our customers are thrilled with.

Eric Sauma, Vice President of Marketing Mood Fabrics