In case you haven’t heard, Facebook is allowing for the creation of vanity “usernames” that will allow you to customize your Facebook address.  This change is a permanent and non-transferable … so select wisely.

What ‘Usernames’ Applies To

Users will be able to register custom usernames for both profiles and Facebook pages.  In case you aren’t familiar with the two, profiles are for human beings while fan pages are used for businesses, brands, causes and more.  Groups and applications cannot be given a Facebook username.  You can register Saturday Morning (12:01 EST) at the Facebook username page.

How Profiles & Pages Work in the SERPs

Profiles

Profiles are currently listed in the SERPs, but the listings aren’t an carbon copy of your current Facebook page.  The page that is indexed is not a representation of what your friends would see; it is simply a page that is served up to search engines with a basic offering of information like location, sampe friends and a profile picture.  The current structure of profiles is facebook.com/people/firstname-lastname/FacebookProfileNumber.  In order to see that full profile, a searcher must be logged in with the proper permissions.  Note: If all of your profile privacy is set to “my friends only” then they will never be indexed by search engines.

Pages
Pages are fully indexed by search engines, and s so updates, comments and Facebook links can be seen.  Right now the page URL structure looks like this: www.facebook.com/pages/page-name/FacebookPagenumber.

How To Use for Business

Profiles
Seeing that profile rankings in SERPs are hindered by the faux-page delivered to search engines, creating a username to rank doesn’t seem like an ideal maneuver.  Instead, usernames would be a nice addition for name branding, as people can insert easier into business cards, emails and the sort.

Pages
This is where a solid keyword username could help your page to rank (in both SERPs and possibly in Facebook queries).  Using the Facebook domain strength with a short keyword rich URL could really help for broader queries and also in reputation management for branded terms.  Twitter accounts have been showing up more and more in the SERPs, and this effort should help more Facebook pages show up as well.
Of course you should make sure that your username fits in with your branding and you shouldn’t try to overthrow your current efforts because you snagged a cute keyword.
If you have been active on the Facebook front, you probably have a few industry related pages devoted to broad non-branded terms.  These would be ideal targets for keyword rich usernames as they wouldn’t ruin branding and the keyword  in the URL structure would benefit any marketing efforts.  So if your antique auto parts store has a “Vintage ’79 Fords’ page, registering the username “vintage-fords’ should help your page rank, and makes sense as a business move because it is a logical and legiti.mate username.  Facebook has made it clear that very broad terms “pizza” or “flowers” will not be allowed, so try and get a bit creative with your choice.

Who is Eligible

Any profile created before the announcement at 3 PM on June 9, 2009.  Each profile can have only one name assigned, and each page can only have one as well.  If you didn’t already have this in place, you are out of luck.  You will have to set up your page now, then check back on June 28th to nab your username.

Facebook pages are a bit stricter. Your fan page must have been created before May 31, 2009 cut-off date and have had a minimum 1,000 fans at that time.

What to Do

Stick to Branding - Don’t ‘over-SEO’ yourself if you are working on a specific brand.  While you may be missing some main keywords, you will help in reputation management, branding and will cut confusion.

Use Keywords Where Applicable - Companies very active with Facebook marketing most likely have some general industry pages set up that are non-branded.  Getting keyword rich usernames for these would be ideal.

Brand yourself – Sure ‘hax0rM4n1k” is a cool handle, but it will be associated with your name forever, so stick to the basics and wrap-up your name for any Facebook profiles.  These profile pages will show in the SERPs so make sure you keep it clean if you ever want to be employed.

Protect yourself - If not eligible and have a trademark?  Head over to the USPTO, grab your registration number, and fill out the “protect your username” form.

What Not to Do

Try to Steal Trademarked Terms – You will not be able to keep them and you are just being a jerk.  Don’t do that.

Overly SEO Yourself – Don’t ditch your branding for a set of shiny keywords.

Be Late – Facebook has a handy counter for you on the usernames page … so you have no excuse.  Any by the way that is 12:01 AM Eastern, so don’t be late west-coasters.

Facebook usernames looks to be a nice addition for profiles and pages, just choose wisely as this is will go on your permanent (Facebook) record!

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