Social media is creating attractive business opportunities for brands and companies worldwide. It is because of the huge amount of businesses and costumers on Facebook, which reflects the importance of research on future marketing. The purpose of this dissertation is first to identify different types of marketing objectives on Facebook, and secondly to identify tactics to reach the different objectives. We conducted an inductive and a deductive approach based on a grounded theory method. We created a model for engaging content based on our findings, and define tactical elements to achieve the different objectives. Our findings contribute to earlier research on social media objectives and create an overview of the objectives that can be achieved on Facebook. We believe that our findings will help businesses to make better decisions in their future marketing campaigns and strategies.