Brands build up on Facebook
Facebook is expected to begin allowing users and brands to create vanity URLs, which will make it easier for their pages to be navigated to directly by other users.
The URLs, which are expected to be launched later this week, will point to a user's profile page, or a brand's fan page.
The changes will mean a user's profile URL will not longer be listed as a number (eg www.facebook.com/profile.php?id=arandomnumber), but will be a name or term of their choice (eg www.facebook.com/profile.php?id=joebloggs).
Trademark laws will protect brand names to a certain extent, although generic trademarked terms may be able to be used by competitors or member of the public.
Although some brands have been able to access vanity URLs since March, widespread changes will make it easier for brands to direct the public to Facebook fan pages in offline ad campaigns.
Facebook has also made changes to its fan pages which allow brands to target content by location.
The 'Your Area' tab on a brand's page gives the user information on products, promotions or stores specific to their country.
Adidas Originals has begun using the feature to promote its latest campaign, House Parties in each country as well as local promotions.
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