The Purpose of the Platform: Facebook Social Strategy

A Facebook business page functions like a website for your business — it represents your brand and contributes directly to your search ranking. Organic engagement may not match what it once was, but the page remains a core part of a strong digital handshake. Consistent posting, paired with testimonials shared to your personal profile, extends its reach further than the business page can achieve alone.

Keep contact information accurate and current across the page. For a broader overview of setting up and running a business page well, see Hootsuite's guide to Facebook marketing.

Facebook makes several content types easy to share consistently: articles, community events, video, and personal content.

Articles

Share relevant information from credible sources, and always attach a professional opinion — the added commentary is what makes a shared article worth posting instead of just another headline in the feed.

Events

Facebook Events are an easy way to connect with the local community. Share existing events or create your own; if local options are thin, virtual events or volunteer opportunities work as well.

Video

Dynamic content, especially video and Stories, consistently drives the most engagement. Weaving in personality helps the audience get to know the person behind the brand — live video is worth testing if reach is the goal.

Personal Content

Posts about your actual life tend to generate meaningfully more engagement than business posts. A page that's all business reads as impersonal — a mix keeps it human.

Beyond organic content, a paid Facebook strategy is worth building out. A strong ad appeals broadly, keeps the ask low-commitment, and offers something of genuine value to the target audience.