Bitly is just one of many tools that are trying to make sense of people's behavior on social networking services -- and put this information to use inside marketing departments. Like Bitly, the Vancouver, Canada-based HootSuite offers a "social dashboard" that seeks to analyze the performance not only of shortened links, but other media. Big names like IBM and Salesforce.com offer social analytics tools. And Google has gotten into the game with its acquisition of another Canadian outfit, PostRank.