Uncertainty Looms over Facebook's Stock Market Entrance

The outlook for the social media giant may look rosy, but the company does have its flaws.

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"If we put their financial reports into spreadsheets [and] forecasts, in order to justify a valuation anywhere close to the numbers for the IPO, we have to put some pretty aggressive growth assumptions in there," says Chapman.

However, the company's high valuation may very well be justified. "The valuation does seem high relative to their most recent revenues. However, I don't think the optimism is unwarranted," says Arun Sundararajan, an associate professor of Information, Operations and Management Sciences at NYU's Stern School of Business. "Where the attention goes, the advertising dollars go, and Facebook isn't a single-feature product. It's a whole spectrum of things. I don't see them losing consumer attention anytime soon."

Danielle Kurtzleben is a business and economics reporter for U.S. News & World Report. Connect with her on Twitter at @titonka or via e-mail at dkurtzleben@usnews.com.