Facebook is one of the few sources that behaves more like Google than like a standard path-based review platform. That means it is more operationally useful than most secondary review sources.
If a business still gets meaningful recommendation activity on Facebook, it is worth connecting.
How to connect Facebook
Go to `Connect -> Integrations`, click `Facebook`, then click `Sign in with Facebook`. After you grant the requested permissions, search for the page and confirm the connection.
What Facebook supports
| Feature | Supported |
|---|---|
| Sync reviews automatically | Yes |
| Deep linking | Yes |
| Mobile deep linking | Yes |
| Direct reply from dashboard | Yes |
| Auto Respond | Yes |
| AI review response | Yes |
| Feedback form support | Yes |
Deep linking and recommendation logic
Desktop users can be sent to the page review area. On mobile, the deep link can open the Facebook app directly when it is installed.
Facebook no longer uses a classic star system. Recommendations are mapped into rating-style logic inside the dashboard so the platform can still handle reporting and workflows consistently.
- Recommended responses appear as positive review activity
- Do not recommend responses are treated like the low end of the rating spectrum
Why the EMR count can look lower than the Facebook page
Facebook does not give any third-party tool access to every recommendation shown on a page. When we sync a page, Facebook decides which recommendations it will share with outside tools and which ones it will keep private. The number you see inside EMR will almost always be lower than the number shown on the public Facebook page, and in some cases the gap can be significant.
This is a Facebook-side restriction that applies to every review platform on the market, not just EMR. We pull everything Facebook is willing to release, and then stop. There is no setting, permission level, or reconnection step that will return the missing recommendations, because Facebook is the one holding them back.
- Recommendations from profiles that were later deleted, deactivated, or restricted are usually excluded
- Older star-style ratings from before Facebook switched to Recommendations in 2018 are often not released through the connection
- Recommendations that Facebook has hidden, flagged, or moderated are still counted on the page but are not shared with outside tools
- Recommendations from users who no longer follow or check in to the page may drop out over time
- Recommendations without written text are usually not shared through the connection, even if they still appear in the page total
If a client asks why a number is missing, the short answer is that Facebook only releases the subset of recommendations that meet its current privacy and content rules. That set moves over time. No other tool can pull the rest either.
Other things to watch for
Reviewer names and profile pictures are not always included by Facebook. When a profile picture is missing, the dashboard falls back to a neutral avatar. This is normal and does not mean the review is broken.
Most replies work directly from the dashboard, but Facebook has some API limitations around older review types. If a specific reply cannot be posted, the platform should make that visible.
If the connection errors after a password change, permission change, or expired session, re-authenticate the page and the setup should recover cleanly.