Three weeks ago facebook launched "facebook usernames", a feature that would allow their users to have vanity URLs. Multiply and Myspace also have this feature.

So what's the big deal?

A simple answer to that is the "brand" that a "name" represents.

(still don't get it?)

The "name" could be used as a keyword in search engines, and the "brand" is one of the major factors to determine the popularity of a website, combine these two and it would ensure a good rank in search engine results.

The aforementioned social networks already have high ranks in search engines; so, yes it would be logical to register for the vanity URLs these sites offer. 

But, I notice that some popular brands are not really taking advantage of their "space" under these social networks, more disturbing is the fact they're letting the social networks to own their site's identity, which sadly, the brands fail to realize.

I think what these brands should do is to use the popularity and features of the other site/s to "also" direct traffic to their sites.

here are some simple tips that could help you:

1. publish teaser content/articles/media to other sites, with the goal to direct viewers to your site.

2. if APIs are available, use it to your site's advantage.

3. build and strengthen the community of your social network's fanpage.

4. social networks should supplement your site, because your site is the source - and not the other way around.