Facebook is one of the most widely adopted social media platforms. In fact, according to Pew Research Center, 71% of American adult internet users are Facebook users as well. And globally, there are more than 1.59 billion active users and 1.44 billion active mobile users on Facebook every month. Its continued success is largely attributable to its focus on customer experience and its ability to navigate the shift to a mobile-first world.

Facebook offers more than just a way to stay connected to friends, family, and colleagues; it’s an essential tool to connect with your buyers. Since it officially created a space for brands in 2007, it has continued to evolve the ways that marketers can engage with their audience. Facebook allows your business to be available to people on a trusted, popular platform, where potential customers can not only engage with your brand, but also see “real” people (their network) interacting with you. This sets the stage for you to build stronger, more authentic relationships with them.

A Facebook Page, the business equivalent of a Facebook profile, is the central hub of your brand. Creating a Facebook Page for your company has many benefits: it makes your business discoverable in Facebook search, allows you to connect one-on-one with your followers, helps you reach large groups, and gives you deeper insights into your audience.

But to accomplish this, businesses need to strike the critical balance of offering content that is relevant and adds value with content that just plain entertains. For your Facebook posts, be sure to have a mix of fun, ungated (without a form as a barrier) content and offers as well as more educational, gated content and promotions (using a form as a barrier to your asset or promotion).