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When referring to the global social media platform, the word is a proper noun and is always capitalized. In this context, it functions as a specific brand name and is typically used as an uncountable noun, as it refers to a single entity or service.
In the context of a school directory, the word is a common noun and is written in lowercase. This usage refers to a physical or digital album of student portraits and is countable, meaning it can be pluralized when referring to directories from different years or institutions.
Meanings
A social networking website and application that allows users to connect with friends, share content, and join groups.
I saw the photos from the party on Facebook.
A directory or list of names and photographs of students in a school or college, traditionally used for identification.
The freshmen spent the afternoon browsing the school facebook to find their classmates.