Many marketers are no longer considering Facebook as a viable marketing channel. Facebook has complete control over the content on the platform, which can create problems at times for brands and their content. There has been a big trend lately with brands moving resources away from Facebook and towards microsites and alternate social channels such as LinkedIn. However, this does not mean that Facebook and other social media platforms are not useful. Brooks Thomas, AT&T's Director of Digital and Social Media, gives the perfect metaphor for digitally owned spaces compared to rented ones such as Facebook. He compares owned spaces to a farm and rented spaces to the market where you sell farm crops. He says that you can personalize your stall but you can't design the market. Therefore, the best way to utilize social platforms is to use them to lure people to your own sites. To learn more about this trend, click here.