This is a very interesting question. Most people would say that Pages is a social product — the goal is to get people to spend time on Facebook, following celebrities and causes they like. However recently Pages has shifted much more towards businesses — you could make the case that the goal of pages should be more around buying things from businesses.
In the goal section, I would make this tradeoff clear, talk about the pros and cons and explicitly pick a goal (utility vs. social). There’s no right or wrong answer, but the fact that you would be able to identity that conflicting goal upfront and communicate the tradeoff/your decision would earn you significant brownie points.
(I would probably go down the path of social since I think it’s the original DNA of the product, but you can certainly make a strong case for utility, perhaps extending Marketplace)