This document provides an overview of leveraging Facebook for marketing purposes. It discusses why businesses should use Facebook marketing, including potential cost savings, increased web traffic, lead generation, and revenue opportunities. It also covers changes to Facebook's News Feed algorithm called EdgeRank, which determines what organic posts users see. The document offers best practices for businesses such as posting engaging content, following Facebook's rules, optimizing post frequency and timing, responding to fans, and continuously improving strategies. It concludes with brief sections on measuring organic reach and using promoted posts.