Right-click on your Publish Service tab with the service icon e.g Facebook, Flickr, SmugMug etc and choose Edit Settings. When the Publishing Manage dialog opens check any settings for File Naming.
This didn't change anything. I changed file names in publish services to get an order to the pictures,
the name changes in the file where the originals are stored but will not change in the published folder.
I have even deleted the old published folder.