The chapter examines Hungarian mayors’ strategic use of Facebook, exploring how they balance local informational roles, personal image-building, and partisan political mobilization. Utilizing a five-wave longitudinal content analysis of ninety-eight urban mayors’ Facebook activity between 2020 and 2022, the study identifies distinct patterns in mayoral communication strategies. Findings indicate that mayors predominantly position their social media pages as local information hubs, primarily sharing original, locally relevant content. However, practical information provision is mostly crisis-driven, exemplified during the COVID-19 pandemic. Mayors prominently feature themselves in posts but typically avoid sharing personal details, employing mostly formal communication, and exhibiting limited responsiveness to follower interactions. Importantly, the analysis reveals that mayors strategically engage with national politics, significantly increasing such content during national political mobilization periods like election campaigns. While engaging cautiously with divisive national issues, they frequently leverage shared content rather than original posts for national-level political communication. The research underscores mayors’ dual roles as local integrative figures and national political promoters, influenced by factors such as party affiliation and follower base size. It concludes by highlighting mayors’ underutilization of digital communication opportunities for local community-building and the nuanced nature of their involvement in national political mobilization.