Facebook Pages now have a new option called “Create Alias” under “Marketing” within the admin panel. An “Alias” is a shortened URL for your Facebook Page, making it easier for potential fans to remember, and easier to use in print, radio or TV (facebook.com/CreatingTheFuture as an example) Pages admins can create an Alias once they have a minimum of 25 connections.
Create an Alias for your Facebook Page
This new approach differentiates the feature from what most people might consider login credentials (username / password).
Also, having this located in the admin panel enables users to be more aware of this feature.