There was a rescue group, or maybe it was one of the assistance groups that helps place feedlot horses, they had a fb page and they would post one photo with a link to a longer posting with lots of photos, description, video, etc on either a blog or a forum. I am trying really hard to remember who it was, I haven't seen any posts by them lately. I thought it was a great idea. They used fb to spread the word around that there was such and such horse, and interested people could go to the blog post to find out more detail. That way they didn't blow up fb, but they still got word out. If I can remember who it was and locate them, I'll link you so you can see what I'm talking about.
Its a good idea, but its a lot of work. Its something you have to really commit to. If you go too long between posts or stop for a while, you will lose any followers you build up, since nobody wants to look at a stagnant blog with outdated info.
"Keep a leg on each side and your mind in the middle"