Stepping back from the Facebook hype

Potential Facebook investors need to assess the group's stock – not its cultural phenomenon. So can it really change digital advertising as profoundly as Google has done?

Your 3,000 "friends” will not care if you buy at the wrong price and it does not matter whether you liked the movie. Ahead of this month’s planned initial public offering, investors need to start thinking about Facebook the stock – not Facebook the cultural phenomenon. What sort of company is it, and how to value it rationally?

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