It’s that special time of year for family, friends, giving gifts and, of course, considering your marketing plans for the next year. One of the biggest question marks when it comes to social media marketing is around Facebook.

Facebook has been a mainstay for social media marketers and with more than a billion users, there’s little doubt as to why. But 2014 was a year full of changes by the social network that leave advertisers scratching their heads and wondering what’s next.

Organic reach has dropped significantly, and the fans marketers worked tirelessly to grow can no longer be reached in a worthwhile way without paid advertising support, which Facebook has upgraded and focused on building out. Then users are given more control over what ads they see and what ads they don’t.

There’s a back-and-forth between Facebook and marketers. While Facebook has provided new tools to reach users more effectively, it’s also taken a significant amount away. Facebook isn’t just a social media marketing platform anymore. It’s a media platform.

Next year, marketers will continue to pay to reach their audiences because they can be reached on Facebook, and Facebook will continue to slash organic reach because it can.

But if your brand doesn’t have the budget to promote content as well as the time and commitment to create compelling content people will want to see and share, Facebook should play a less prominent role in 2015.

What all marketers should be doing is moving their audiences to owned channels, such as brand communities and email lists where marketers aren’t at the whim of platforms. They should also rethink Facebook being at the center of their social media marketing efforts. Too many brands rely too much on the platform, especially when there are so many other ways to reach and engage consumers in compelling ways.

Facebook will continue to be the platform in 2015, but it would be wise for marketers to rethink its role and how they approach it because who knows what Facebook will have in store for 2016.