In print: I like how net magazine uses netm.ag/description-123 for any links so it's easy to type and doesn't take up too much space. This also gives analytics for print articles where you normally can't watch whether anyone followed a link

You don't need to rely on routing through Twitter. Works when Twitter blocked or down. Branding.

Also tracking.

Also you can modify where the link points after distributing it in case you notice a mistake.