Facebook (FB) a Hot Stock on Friday

NEW YORK (TheStreet) -- Facebook (FB) was effortlessly climbing on Friday, capping off a week that has added more than 10% to its value. By early afternoon, the social network had added 2% to $52.88.

FB Chart FB data by YCharts

Earlier in the week, Facebook joined the ranks of the S&P 500, muscling out Abercrombie & Fitch (ANF), JDS Uniphase Corp (JDSU) and Teradyne Inc. (TER) for a spot.

Facebook-owned Instagram announced Instagram Direct on Thursday, a feature allowing the direct sending of private pictures and videos to users, a similar functionality to rival Twitter's (TWTR) Direct Messages.

"I would look toward any pullback into the $49 range prior to Dec. 20 as a setup for a chance to scalp. There is a big ceiling around $54-$55, which is where I would look to sell into the move," wrote financial contributor Timothy Collins in a Real Money Pro article on Thursday.

TheStreet Ratings team rates Facebook Inc as a Hold with a ratings score of C-. The team has this to say about their recommendation:

"We rate Facebook Inc (FB) a HOLD. The primary factors that have impacted our rating are mixed -- some indicating strength, some showing weaknesses, with little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks. The company's strengths can be seen in multiple areas, such as its robust revenue growth, largely solid financial position with reasonable debt levels by most measures and impressive record of earnings per share growth. However, as a counter to these strengths, we find that the company's return on equity has been disappointing."

Highlights from the analysis by TheStreet Ratings Team goes as follows:

  • FB's very impressive revenue growth greatly exceeded the industry average of 9.1%. Since the same quarter one year prior, revenues leaped by 59.7%. Growth in the company's revenue appears to have helped boost the earnings per share.
  • Although FB's debt-to-equity ratio of 0.04 is very low, it is currently higher than that of the industry average. Along with this, the company maintains a quick ratio of 10.37, which clearly demonstrates the ability to cover short-term cash needs.
  • Powered by its strong earnings growth of 950% and other important driving factors, this stock has surged by 74.44% over the past year, outperforming the rise in the S&P 500 Index during the same period. Setting our sights on the months ahead, however, we feel that the stock's sharp appreciation over the last year has driven it to a price level which is now relatively expensive compared to the rest of its industry. The implication is that its reduced upside potential is not good enough to warrant further investment at this time.
  • When compared to other companies in the Internet Software & Services industry and the overall market, Facebook Inc's return on equity is below that of both the industry average and the S&P 500.

 Also see: The 10 Drunkest States in America... and the 10 Most Sober.

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