With 500 million users, it sometimes feels like Facebook has become the distant parent who works all the time and has forgotten its favorite children: the college students. But Facebook is returning to its chosen ones.

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Facebook is going back to its roots with the launch of a promotional page on the site offering back-to-school discounts to college students from 10 retailers including Eddie Bauer, Newegg.com, Utrecht Art. The new “Universities on Facebook” Page also provides pointers on how students and campus organizations can use Facebook’s features to publicize events, distribute content and build community.

A “deals” tab on the Universities page created by social media marketing company Context Optional highlights special offers and provides links to offers on the sites of participating retailers.

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As millions of students are trudging back to the classrooms this August, Facebook is returning to its roots: colleges and universities.

Just in time for the back-to-school season, the company has partnered with social marketing firm Context Optional to build a Facebook Page of resources and information for new and returning students and their families.

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With the current “back to school” advertising blitz, it’s hard to forget that American schools, universities and colleges are resuming classes for the new academic year right about now – even if you are not a student or a parent of one.

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Crutchfield Corp. today has 14,192 fans on Facebook. That’s more than three times as many as it had just a couple months ago. And all it took was offering consumers a little incentive.

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Bloomberg Businessweek writer Felix Gillette recently wrote that “opportunities in corporate social media are popping up faster than cat videos on YouTube.” He’s certainly got a point.

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The Context Optional Social Marketing Suite is designed to help brands engage their Facebook communities for the long term. It’s built to scale with needs, capable of supporting a large number of pages, large number of enterprise administrators and tens of millions of fans.

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Social marketing company Context Optional Inc. said Tuesday it acquired unwrap inc., which makes the Buzzeo platform for Facebook applications.

San Francisco-based Context Optional did not disclose financial terms of the deal.

Palo Alto-based unwrap co-founders Waynn Lue and Joshua Reeves will take leadership roles at Context Optional in product development, marketing and engineering. Buzzeo will remain a standalone product and now be offered to customers free of charge.

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