A system user on Facebook refers to a special type of account that is created to perform automated tasks and operations on the platform. Unlike regular Facebook accounts that belong to actual people, system users are accounts that are controlled programmatically and used for things like managing apps, posting content, analyzing data, and more.
What Are the Main Characteristics of a System User?
There are a few key characteristics that distinguish a Facebook system user from a regular user account:
- System users do not represent real people – they are accounts created for performing automated functions.
- They are controlled programmatically through apps and software, not through manual logins.
- System users have permission to access features and data that regular users cannot.
- Their actions are not subject to the same restrictions and limitations as regular accounts.
- System users do not show up in searches, recommendations or People You May Know on Facebook.
In summary, system users are special Facebook accounts controlled by apps instead of people. They allow developers to utilize the Facebook platform for automated tasks that regular users cannot perform.
Why Does Facebook Have System Users?
Facebook created the system user account type for a few key reasons:
- To allow apps and software to integrate with Facebook – System users are needed for apps to post content, manage pages, analyze data and perform other automated functions through the Graph API.
- To prevent abuse and spam – By requiring developers to use designated system user accounts instead of regular Facebook accounts, it reduces improper use of personal profiles for app functions.
- To limit data access – System users can be restricted to only access data that the app needs to operate properly, unlike personal accounts that can broadly access many data points.
- To improve transparency – Actions taken by system users are attributed to the app responsible, not a personal profile, so it’s clear where the activity originates.
Overall, system users give developers controlled programmatic access to Facebook while protecting regular users from unwanted automation and abuse. The separate system user category provides accountability and transparency for app activity.
How Do System Users Show Up on Facebook?
System users have a limited presence on Facebook from the perspective of regular users. Some ways system users may appear include:
- As the author for posts published automatically by Facebook pages connected to a system user.
- Being tagged in comments when a system user interacts with a regular user.
- In page transparency listings showing apps that obtained admin access.
- As the account credited with certain types of site activity like app installations.
However, system users do not have full public profiles, friends or feeds like regular accounts. They are specifically designed to have minimal visibility outside of app contexts where they are performing authorized functions.
What Can System Users Do on Facebook?
System users can perform a variety of automated tasks using the Facebook APIs and developer tools. Some examples of functions enabled by system users include:
- Posting content and managing Facebook pages.
- Reading, writing and responding to Facebook posts, comments and messages.
- Liking and following pages.
- Creating Facebook events.
- Managing Facebook ads campaigns.
- Accessing insights and analytic data.
- Moderating content and reviewing reported posts.
- Tagging people in photos.
- Downloading data like user lists.
System users essentially serve as proxies for apps to programmatically do anything a person can do on Facebook through the Graph API, with certain higher privilege abilities as well.
Are There Limitations to System Users?
Yes, Facebook does impose some key limitations on what system users can access and how they behave to prevent misuse:
- No ads targeting – System users cannot create targeted ads or access user data for ad targeting.
- Limited data access – Granular permissions allow restricting data system users can access.
- Rate limits – APIs enforce rate limits to prevent flooding the platform with requests.
- Content and quality restrictions – Facebook reviews system user content more strictly for policy compliance.
- Transparency requirements – Apps must disclose pages and assets controlled by their system users.
So while system users have elevated capabilities compared to regular accounts, Facebook does regulate what they can do to prevent spam, fraud and misuse of personal information.
Are System Users Just for Large Companies and Developers?
For the most part, yes – system users are intended primarily for larger apps and companies building on the Facebook platform. Typical uses cases include:
- Social media management platforms like Buffer and Hootsuite use system users to integrate their scheduling and posting capabilities.
- Game developers use system users to publish updates and interact with players.
- Ecommerce companies might analyze Facebook data to optimize ads and products.
- News organizations can automatically post articles.
- Chatbot and AI assistants may leverage system users for interaction.
So while any developer can create system users, they are most practical for major platforms and corporations. System users allow them to tightly integrate complex apps and services with Facebook.
Can Regular Facebook Users Create System Users?
No, regular Facebook users cannot create or control system users. The only way to obtain system users is through the Facebook Business Manager and Developer APIs as an approved Facebook app developer. Some key requirements include:
- Submitting an app for Facebook review and approval.
- Having a Facebook developer account.
- Registering the app within Business Manager.
- Enabling the desired platform APIs.
- Creating system user accounts through API calls.
Without an approved app with the necessary entitlements, system users cannot be accessed by regular Facebook accounts.
Can Multiple Apps Use the Same System User?
Typically no, a unique system user should be created for each distinct app to maintain separation between different services. However, in some cases Facebook does allow a single system user to be shared between multiple apps, such as:
- Apps belonging to the same larger platform.
- Different versions of the same app.
- Acquired apps consolidating under one parent app.
- Apps being migrated from one development account to another.
But in general, apps should have distinct system users assigned to them unless they have a close developmental relationship sanctioned by Facebook.
How Can System Users Be Identified on Facebook?
There are a few ways system users can be identified, even though they typically try to blend in like regular users:
- No personal profile photo – Default silhouettes are used.
- Generic names – Often using the app name or company name.
- No friends or personal content – Only app-related posts.
- Pages controlled will be linked to the app.
- Tagged as the app name rather than a real name in comments.
- Credited as the poster for app activity like installs.
Examining pages and posts closely will reveal the hallmarks of accounts controlled by apps rather than people. Facebook also requires transparency into assets controlled by system users.
What Happens if System Users Violate Facebook Policies?
Facebook can take punitive action against both the system user account and the parent app if policy violations occur. Potential penalties for misuse include:
- Disabling the offending system user account.
- Restricting the app’s access to APIs and Facebook privileges.
- Removing app permissions and entitlements.
- Blacklisting the app developer.
- Banning the app completely from Facebook.
In egregious cases of data abuse, hacking, spamming or other infractions, Facebook can go as far as pursuing legal action against the offending app developer.
Conclusion
System users fill an important role on Facebook by enabling apps to harness the platform’s capabilities for automated tasks. While system users have greater privileges than normal accounts, Facebook does regulate their access and activities to prevent misuse. For developers building app integrations with Facebook, system users provide the programmatic control needed to manage pages, post content, analyze data and take advantage of the platform’s APIs and tools. Handled responsibly, system users allow innovative new services to be powered by the reach of Facebook.