Brand are in a very difficult position in the facebook controversy. On one side, the brands need more data from the public to run their ad campaigns. On the other side, a huge chunk of population does not want their data to be leaked and to be used inappropriately especially to influence their personal decisions.
Brands advocating their social media presence and social media power can be looked at from a negative angle - that they don’t care about their consumers privacy. So whether to invest in facebook, or keep mum for some time - is something that each brand focused on social media will have to decide.
This is especially true for small business brands. With facebook limiting organic reach, it is highly likely that small business brands will suffer the most - with their facebook pages being looked at as data farms rather then the genuine and honest pages that they are.