Most posts want people to go somewhere. The post link URL is that destination, and it is what platforms use to build the link preview under your post.

Shortening

Shorten URLs turns long addresses into short ones. Long links full of tracking parameters look untrustworthy in a post and eat the character count on platforms that have one.

Where links do not work

Getting the preview right

• Open the link yourself before scheduling. A dead link in a scheduled post publishes anyway.
• The picture and title in the preview come from the destination page, not from your post — if they look wrong, that page needs fixing.
• Send people to a page that answers the post. A promotion linking to a homepage loses most of the people who clicked.

Tribe post URLs

On a network post, each tribe can point at its own page rather than all sending traffic to one address — so a customer who sees a local post lands on the local page.