I finally figured this one out! You need the Facebook plugin installed under Published Services. (you can research that separately) Create an album on your Facebook business page. Then in Lightroom, highlight your photos, right click on Facebook under Published Services, create collection, choose non-user album and find the album you created. Once the collection is created, publish.
Is this related to a specific version of LR? I have lightroom 6 and don't see the non-user album as an option. Did you use the standard facebook plugin or install a 3rd party one.