protected function _setBitlyUrl(array &$data) {
        if (!empty($data[$this->_column])) {
            $bitly = new Garp_Service_Bitly();
            $view = Zend_Controller_Front::getInstance()->getParam('bootstrap')->getResource('view');
            $url = sprintf($this->_url, $data[$this->_column]);
            $response = $bitly->shorten(array(
                'longUrl' => $view->fullUrl($url)
            ));
            if ($response['status_code'] == 200) {
                $shortenedUrl = $response['data']['url'];
                $data[$this->_targetColumn] = $shortenedUrl;
            }
        }
    }