For example, Mayo Clinic's URL is facebook.com/MayoClinic. Before Facebook made this change, page URLs looked something like this: facebook.com/mlc7Hjs4Byj3. That's not a URL you could easily direct visitors to on print ads and direct mailers.
TIP: If you're unsure of what URL to use or if your organization is considering a name change, be wary. Once you choose a unique URL you're stuck with it for good, so be absolutely sure you've picked one that's appropriate.
2. Build a customized landing page
Once you have the basics down, there are a few ways to help your Facebook page make a bigger impact. To stand out visually, many companies and organizations are building their own landing pages.
Most mainstream brands and companies have already done this. In the healthcare sector, the Mayo Clinic's Facebook page is a good example.
In addition to creating a more engaging look for Facebook fans, having a customized landing page sends a message that your organization is current and tech savvy. It also makes you look, well, cool.
I won't get into the nitty-gritty technological details here, but it's not an overly complicated task. Your internal IT department or ad agency should be able to help you.
TIP: To get a better idea of what creating a landing page involves, check out this Mashable article.