Don't forget that TinyUrl is not the only option available for this purpose. There's also:
SnipURL which changes your long URL to http://snipurl.com/... but it lets you choose what comes next making it easier to remember
and there's DigBig which is specifically for work purposes
finally, authors might want to consider using DOIs (Digital Object Identifiers) if they're referring to journal articles, which were designed specifically to provide a permanent, stable URL for resources.
Rapid Response:
And other options...
Don't forget that TinyUrl is not the only option available for this purpose. There's also:
Competing interests:
None declared
Competing interests: No competing interests