The chapter examines local politicians’ use of Facebook in Hungary, exploring how mayors and councilors engage with constituents through social media. Drawing on comprehensive observational data and an elite survey, the chapter assesses factors influencing politicians’ adoption of Facebook, their activity levels, and their ability to attract followers. Results indicate significant disparities: mayors, particularly in larger municipalities, exhibit higher adoption and activity rates compared to councilors. Politicians affiliated with national political parties are more active on Facebook, motivated by party expectations and the competitive political landscape.Contextual factors such as municipality size and economic resources further influence politicians’ social media engagement, with politicians in wealthier, larger municipalities demonstrating higher Facebook activity. The local social media environment also plays a critical role; more vibrant local Facebook publics encourage greater political engagement online.Despite recognizing social media’s importance for voter communication and information dissemination, many local politicians, especially in smaller municipalities, remain inactive on Facebook due to resource constraints and perceived risks. The chapter concludes that while Facebook provides opportunities for enhancing local democratic engagement, its use remains unevenly distributed, significantly shaped by political affiliation, municipal context, and local digital dynamics.