People using Facebook in business need to mark their calendars for this Saturday in order to claim their real names on Facebook, if for no other reason than to do it before someone else does.
It's first-come-first-served for swapping your current numeric Facebook ID for something approaching the one your parents--or incorporators--gave you. This may easily be your only chance at this and anyone with a Facebook profile or page with 1,000 or more followers will be able to get in line.
Smartly, Facebook is delaying new members from getting a shot at a new name until the 28th; a move intended to stop cybersquatting before it gets started.
Some people say this is no big deal, that replacing a numeric ID with your name is not especially important. Those people must not have a brand--personal or professional--to protect.
Given the choice, wouldn't you rather have www.facebook.com/david.e.coursey as your Facebook ID than the current www.facebook.com/profile.php?id=123456789? OK, maybe you don't want that that particular ID, but I do, and you get the idea.
The new ID should make it easier to search Google for FB content, even if you're a stalker. But, the impact for business and people who don't mind being tracked more easily will be a positive one.