Wednesday, June 10, 2009

The Great Facebook Race: What It Means For Your Brand

We now know the details of the Facebook user name implementation. Starting at 12:01 a.m. EDT on Saturday, June 13, you too can register a custom URL for your personal Facebook profile.

From the Facebook Blog:

From the beginning of Facebook, people have used their real names to share and connect with the people they know. This authenticity helps to create a trusted environment because you know the identity of the people and things on Facebook. The one place, though, where your identity wasn't reflected was in the Web address for your profile or the Facebook Pages you administer. The URL was just a randomly assigned number like "id=592952074." That soon will change. We're planning to offer Facebook usernames to make it easier for people to find and connect with you. When your friends, family members or co-workers visit your profile or Pages on Facebook, they will be able to enter your username as part of the URL in their browser. This way people will have an easy-to-remember way to find you. We expect to offer even more ways to use your Facebook username in the future.

We also now know the details of the Facebook Page custom naming implementation. I suggest reading the whole post linked below for the big picture.

From the Facebook Pages Notes:

I tried to secure a name for my Page but Facebook said the Page was not eligible. What are the requirements? Your Facebook 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.

The implication for your and your clients' brands is huge. Better organic search. Visibility and brand recall. The list of positives goes on and on...

Brand squatting, misrepresentation, and other schemes will undoubtedly plague companies for months to come. Facebook has tried to get ahead of this with several unnamed workarounds as well as the following form:

It would behoove agencies and brands to claim their intellectual property as soon as possible. Click here to access the form.

Does your agency have a contingency plan for your clients? Do you have a plan for your personal brand? I'm looking for some salient examples so please feel free to log in with Facebook, Twitter, or DISQUS below and leave a note.

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