Social networks may be all the rage with consumers, but some media operators remain uncertain and downright fearful that syndicating content to the sites will turn them into mere “organ donors”.

One such exec asked Facebook’s UK commercial director Blake Chandlee, at the FT Digital Media & Broadcasting Conference in London today, what sort of assurances social sites could give to content owners wary of taking their content off-site.

But Chandlee, didn’t have any words of wisdom. While partners’ “brand presence is important to [Facebook]”, the former student network says the onus is now on partners to carefully consider how they wanted to interact with their consumers. Chandlee said moving from creating advertiser microsites to Facebook Ads, which lets advertisers and media owners set up their own brand profiles, has shifted responsibility for brand integrity from Facebook to partners themselves.

Australian Broadcasting Corporation’s digital producer Monique Potts told us: “It’s very challenging finding the balance between distributing your content and maintaining brand integrity. They need content to bring people to their networks, but we want people to come to our sites, not send them to theirs.”