Ever since Facebook announced ‘usernames’ in 2009, they’ve been a handy tool in the armoury, adding an extra touch of professionalism to pages, keeping the brand guys happy and helping them to rank for company or brand names.
The ’25 likes’ rule
It used to be the case that you could only claim a custom Facebook username (or vanity URL) if you had over 25 likes. That number was probably picked to stop spammers, or people who wanted to ‘squat’ the URLs, being able to register them en masse. It meant you couldn’t just setup a page and choose a URL, you had to hustle a little, get friends, family and employees to like the page so you could hit that magic number and claim the name you want before someone else got it.