Hi hoddleypoddley (such a cute name!) - yes it matters re liking pages. You have to like them from your personal page NOT your shop page for them to show up in the FB page's count of people liking it. I don't know why this is so, but I've had people like me from their business page, and though it shows up if I click Pages (Under Likes) it doesn't add to the total of Likes. Confusing! It matters tho cuz you have to get to a certain # of likes (don't recall how many) to be able to have your own shortened url. Until then you're stuck with that ridiculously long string of #s in your url.
I don't think the capitalization matters. People can type in your name in lower or upper case in google and find you.
