Bit.ly url - show the real deal

This week I've found out through a post in one of my RSS feeds how to figure out what url is behind a bit.ly url. You've probably seen them, short urls going bit.ly/somehash. You can figure it out by just adding a + after the hash.

When you do this you get a an overview of the number of clicks, when they where clicked, who tweeted about it, wan where the people are from who clicked on it.

We all know that this service has been abused for spreading malware, but I see this info come in handy for a social engineering purpose.