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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
Examples
I will post the photos from the trip on Facebook tonight.
I should probably stop scrolling through Facebook and start working.
The company uses Facebook to target a specific demographic for their ads.
The university used to publish a printed facebook every semester.
He looked up the new student in the college facebook to see what he looked like.