Pinbooster works on the sponsored content model like other social marketing platforms, most notably Sponsored Tweets and Ad.ly for Twitter.

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Some country code extensions are popular in their own countries and some others have had niche success such as .tv for video and .me and .ly for social media, and of course .org is still the go-to extension for non-profit, but otherwise going with anything other than a .com for a startup generally winds up in an uphill battle for relevance just to save a few early bucks.

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For Ly, it's about encouraging the students to spread their knowledge to friends, communities -- and parents.

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For the Death Star petition, for instance, URL shortener bit.ly registered 268, 406 clicks on its links leading to page.

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That was certainly an honor to be included in such a great group of innovators and wonderful validation for what we are doing at Lover.ly.

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Today it released a completely revamped app for the iPhone that makes it easer to handle multiple accounts, offers options for customization and through a service called deck.ly lets you tweet more than 140 characters.

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Lover.ly helps brides find ideas, people to hire, and things to buy for their wedding.

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Kenneth Lerer also serves as chairman of Betaworks, an investment firm and incubator for consumer web startups including Twitter linking site, Bit.ly, blogging enabling site Tumblr and flash sale website ideeli.

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Our goal for this year is to continue making the user experience with Lover.ly that much more efficient and of course, beautiful, while also adding retail partners to the site so brides can also shop while they search.

FORBES: Connect