June 12
Facebook Username Alert for Brands
At one minute past midnight tonight EDT, brands (and individual users) can choose Facebook username URLs on a first-come, first-serve basis. Rather than a randomly assigned number, users can select vanity URLs. For example:
www.facebook.com/profile.php?id=123456789
vs
www.facebook.com/name
In short, if you already have a fan page, have over 1000 followers by May 31, and you have a relatively unique brand name, this is not “break your Friday night plans” type of news – but there are actions you can take today.
Why is this relevant?
Part of Facebook’s success is based on authenticity and a perceived trusted environment. This is largely shaped by the fact that most people use their real names and pictures. This paradigm is broken when people refer to URLs that look like code, rather than real names.
Just like brands commonly publicize their web page URL in marketing, a brand may choose to promote their Facebook fan page. Because a custom URL is easier to remember than random numbers, the effectiveness of a promotion can be increased.
Perhaps more interestingly, Facebook user names will be cataloged by search engines, so fan pages will be automatically promoted when a user performs a search. For instance, when doing a search on Google for a brand name, a Facebook fan page will be prominently features in the results, assuming there is one.
What should you do?
Tonight there will be a ‘land grab’ of sorts while people register usernames (most will be individual users claiming their personal names). This will not, however, be the domain name issue of a decade ago.
A few notes that help mitigate the urgency:
- The Facebook fan page must meet two requirements: it must be live on Facebook prior to the May 31, 2009 cut-off date and have a minimum 1,000 fans as of May 31, 2009.
- Generic usernames are not being offered at this time… ie you can not register “facebook.com/sneakers”
- You can only register one user name per Facebook page
- Usernames are not transferable
Today you should go to this Facebook page to prevent others from registering your trademarked name. If you meet the criteria, you should log in as an administrator after 12:01 a.m. EDT on Saturday, June 13 to create your user name.
If you do not meet the criteria, consumer oriented brands should be actively building fan pages! Because of the search engine twist, this is yet another way to build engagement with your brand.
Where can you find more information?
