That decision by the 41-year-old Facebook executive may have doomed any real chance the social-networking company had that its shares would jump when trading began — a hallmark of successful IPOs. On Tuesday, the second full day of trading, Facebook shares fell $3.03, or 8.9 percent, to $31, after falling 11 percent on Monday. Investors are blaming the downdraft on the last-moment expansion of the offering.

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Stern Agee analyst Arvind Bhatia initiated coverage on Facebook shares on Monday morning with a “buy” rating, setting a price target at $46 for the next 12 months. Bhatia’s take comes on the heels of a similar, though informal, coverage note issued to media last Friday from Wedbush Securities, where the firm targeted Facebook’s share price at $44.

Both targets are set squarely above Facebook’s estimated share price range of $28 to $35, and would value the company at close to $100 billion.

Bhatia’s report cites Facebook’s upheaval of the online ad industry, a harbinger of change similar to the likes of Google almost eight years previous. Taking into account Facebook’s massive 900 million user reach, steadily growing average revenue per user numbers and the company’s high — though as yet untested — hopes for mobile monetization, Bhatia’s outlook on the company is bullish.

Though some say it’s not just about ads. “If you look further into the future, I believe they want to compete directly with the likes of Google, Amazon, Apple, companies with diverse product portfolios,” Gartner Research VP Brian Blau told AllThingsD in an interview. “They have the users, and they’re doing well with advertising, but they just don’t have all the products that its other competitors do. At least, not yet.”

The fervor for Facebook’s stock is at an all-time high in light of the company kicking off its roadshow to potential investors this week, with Zuckerberg and CFO David Ebersman making pitches in person.

Though it doesn’t seem like investors need much convincing; the roadshow festivities began midday on Monday at the Sheraton Hotel in Manhattan, with more than 500 investors and analysts flooding in to get a peek at Zuck’s performance. An onlooker said the CEO looked “likeable and affable,” according to an article in The Wall Street Journal.

And no, there was no half-windsor around Zuck’s neck — he made the pitch in his trademark hoodie.

Winning is sweet. Especially when you’re underwriting one of the most hotly anticipated tech IPOs of the decade and stand to make hundreds of millions on it. And JPMorgan Chase wants to relish every last moment.

The firm went all out to celebrate Facebook’s forthcoming roadshow, which kicks off Monday, bedecking their New York offices with blue-and-white banners, flags with giant thumbs-up “Like” symbols, as well as assorted other Facebook-related booty to celebrate the occasion.

It was also, in part, to welcome Facebook management to the J.P. Morgan headquarters, as top Facebook execs are doing the rounds with each of the three lead underwriting firms — including Goldman Sachs and Morgan Stanley — to practice their pitch before doing it over and over with investors all across the country.

As CNBC captured on camera earlier Friday morning, Facebook CFO David Ebersman was escorted to his car by J.P. Morgan Vice Chairman James Lee and his colleagues, all of whom were clad in Facebook-themed track jackets, fully flying the company’s colors.

Among the other items J.P. Morganites created in celebration of Facebook’s visit: Paper coffee sleeves, banners hung across the firm’s lobby windows and baseball caps.

So far, no hoodies or flip-flops in sight — but Mark Zuckerberg has yet to arrive on the scene.

(Photo credit: ischafer/Instagram; Screenshot: CNBC)

According to sources close to the situation, Facebook is anticipating getting approval from government regulators to officially distribute its S-1 public offering prospectus to investors within days, which would mean its road show could begin as early as next week.

As I reported back in January, the social networking giant is expected to go public in the second or third week of May, a timeline (get it?) which currently appears to be on track.

In addition — although some have speculated that its famous CEO and co-founder Mark Zuckerberg might not take a “hands-on” role in the high-profile process, having missed one pre-IPO meeting with Wall Street analysts and bankers (can you blame him?) — sources said he would be appearing before potential shareholders, and would be present at key meetings to help sell the company to them.

Of course, he will — although there was much speculation that the Silicon Valley superstar would bow out of any of the hubbub around the huge IPO, and that bankers were practically begging him to appear, sources said Zuckerberg is too key to all aspects of its business not to appear.

(No word as yet on whether he will don a tie, as he sometimes does, or if his usual hoodie will be Zuckerberg’s outfit of choice — although his sartorial choices on the road show are sure to get excessive media scrutiny.)

“Facebook is Mark Zuckerberg and Mark Zuckerberg is Facebook,” said one person with knowledge of the situation. “He’ll do his job as CEO, as he always does.”

Indeed, although he is often portrayed as shy and not a fan of the limelight, Zuckerberg has always stepped up — and rather enthusiastically — when a public appearance is needed, whether in times of trouble or touting for the eight-year-old company.

This is a touting-Facebook moment, of course, as it seeks to raise up to $10 billion in a blockbuster offering that could value the company at $75 billion or more. Filed in February, that will make it the biggest Internet IPO ever.

Also expected to play key roles in the road show are CFO David Ebersman and COO Sheryl Sandberg, as well as other top Facebook execs.

Whether they all can rev up the jets and get going on the road show depends on the Securities and Exchange Commission finally declaring Facebook’s preliminary prospectus of its business and finances “effective” or in legal compliance.

Facebook has updated the initial filing several times, with new financials as well as information about its purchase of photo-sharing site Instagram and its ever-nasty patent battle with Yahoo.

But, overall, the SEC process has been rather smooth for the company, and sources said it appears it will continue that way.

After the road show: A sales process in which investors ask their questions of management and then officially begin to place orders for Facebook stock.

Among the areas of likely concern are that Yahoo patent lawsuit and, most importantly, how Zuckerberg and others characterize the slowing of its explosive revenue growth in its most recent filing update.

Last week, Facebook said its revenue was $1.058 billion, up 46 percent for the year, but down 6 percent from the previous quarter. In the first quarter of 2012, its net income was $205 million, which was down from $233 million a year ago. The company attributed the decline to rising costs, including in marketing and in research.

After the road show, Facebook’s bankers will price the offering — which is widely expected to be massively oversubscribed — and then it will go public on the Nasdaq market, under the “FB” ticker.

The rest, as they say, will presumably be history — or, in fact, the future for Facebook in the public eye.

Like political junkies waiting up for election returns (losers!), Silicon Valley folks, including tech journalists (losers!), are up this morning to await and then pounce on the long-expected IPO filing of Facebook.

But, several sources said, the social networking giant — as I have previously reported — will likely not file its copious documents until this afternoon, after the markets close, at the earliest.

In other words, my day is shot. Thanks, Dave Ebersman!

Sources said the filing could even possibly slip a day, as the company’s suits get busy with dotting all the I’s and crossing the T’s.

That’s unlikely, though — Facebook was actually founded the first Wednesday in February of 2004, like today eight years later.

Sentiment from the not-very-sentimental co-founder and CEO Mark Zuckerberg? Awwwwwwww …

And, if those dudes rush, we might even see all the deets of the Silicon Valley darling’s finances and other info — including who’s got what shares and who doesn’t — earlier today. But don’t count on it.

That’s right — Facebook is sucking up even more of your precious time, and it is not even fun like beating your mother at Words With Friends or creepily poking old flames.

Facebook, Web 2.0′s most successful start-up, is expected to raise many billions of dollars on a valuation of tens of millions times that.

In other words, blah, blah, blah until we get the real numbers …

To send you off to IPO dreamland until then, here’s the genius viral video reading of the book “Go the F**k to Sleep,” read by Samuel L. Jackson:

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Ever heard of David Ebersman?

You should, and this week you will, given the self-effacing exec has been one of the prime movers behind what is expected to be the blockbuster offering of Web 2.0: Facebook’s impending IPO.

And while the social networking site’s movietastic co-founder and CEO Mark Zuckerberg and its smooth-operator COO Sheryl Sandberg have gotten a lion’s share of the attention related to the initial public offering, the former Genentech exec has been the key man in organizing the IPO itself.

The kickoff to that will be its filing, which could come as early as tomorrow morning. Whatever the valuation and raise numbers are — that’s still not clear — it will be a badillion-zillion-tons.

That has meant a lot of noise and also shuttling among investors, bankers, board and all the many other dueling constituencies to organize what will be one of the most scrutinized IPOs in tech.

And, so far, the reviews of Ebersman, 42, have been good, with most praising his lack of ego, quiet confidence, professional demeanor and, most importantly, no drama as important attributes of what has been a smooth process, considering.

“This is a three-ring circus no matter what,” said one source. “But Ebersman has made it much less so by making sure it was as steady as it could be.”

That calm tone has also made him a favorite of Zuckerberg and Sandberg, as well as key Facebook board members such as Marc Andreessen, since he arrived at the company in 2009. At Facebook, he has been in charge of its finance, facilities and information technology teams.

But Ebersman has been a lot more than that, said multiple sources, taking the key role in the IPO, but also spearheading critical long-term planning initiatives and instituting strict resource allocation systems.

That sounds dull, but regimenting Facebook has been one of the hallmarks of its growth and stability compared to many other competitors.

“He could easily be a CFO for a Fortune 10 company … but he is much more than an accountant or a deal maker, which are two flavors CFO usually come in,” said one person who is an admirer of his work. “But [Ebersman] is much more than that — really leading the charge on significant fronts related to the core of Facebook’s operations.”

Before coming to Facebook, the Brown University graduate was CFO of biotech giant Genentech, where he also held a number of other more operational positions, including being in charge of product development there. Ebersman was also a research analyst on Wall Street.

He came to Facebook’s attention via Genentech’s Art Levinson, who recommended Ebersman to the company, despite his lack of Internet experience. He replaced Gideon Yu, who left Facebook in a controversial departure.

While initially concerned that he had little digital experience, Zuckerberg, Sandberg and others were immediately convinced that Ebersman was just what they were looking for — low-key, smart and able to grok the complexity and challenges of Facebook.

“You can hire someone who knows the space or someone who is like a great athlete and can master anything,” said one person. “David is the latter.”

Ebersman has been given the ball a lot with regards to the IPO, even though all roads of decision-making essentially lead to Zuckerberg, who has been intent on not rushing to market in favor of growing the business.

Low-key was one of Zuckerberg’s main tenets of the IPO as it became more inevitable.

Thus, one of the first things Ebersman did was nix the “pitch” process by banks.

Instead, sources said, he worked with bankers individually to design an IPO that would work best for Facebook, including keeping fees low.

“It was very hands on and careful, with Ebersman crafting close relationships rather than pitting banks against each other,” said one source. “But it was also all about Facebook maintaining complete control.”

Still, Ebersman also did not veer away from a relatively traditional process — no wacky Google auction here.

“Facebook is not taking chances with this IPO and wants to make it a blue-chip event,” said another source. “Neither David nor the company thinks this is a time to be that experimental.”

But one thing is clear as the IPO machine now moves into high gear: “This is a team — specifically Mark, Sheryl and David — that is completely aligned going into this and David is the implementer they trust to make it so.”

We’ll see how it goes in what will be a busy time going forward.

One thing for sure — Ebersman, who plays bass guitar in a band in his spare time, will have little of that in orchestrating the biggest arrangement of Facebook’s life.

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According to multiple sources, the long-anticipated public offering of Facebook is now likely to come in the second or third week of May.

That means that the company must file its IPO documents within the next month, given that the review by the Securities and Exchange Commission usually takes about three to four months.

That’s if there are no issues, of course, such as a turbulent market or thornier-than-usual questions from regulators that require amending the filing.

Groupon, for example, filed for its IPO in early June, but did not go public until five months later in November.

The usual caveat on the late-May timing (even though I called 143 people on this one): This IPO planning could all change, in a New York minute, to another month.

In any case, the Facebook IPO is expected to be one of the largest Web offerings ever — with some reports saying the company will be raising $10 billion on a $100 billion valuation. (The valuation and raise, sources tell me, will be much lower.)

That amount is presumably to match its huge consumer growth and revenue explosion. Users now number 800 million — a figure that is likely to hit one billion this year. And revenue, which was reportedly close to $4 billion in 2011, is expected to be higher by another third in 2012.

Facebook will need such oomph if it is to impress investors, although the social networking site’s leadership is still warning that its focus is products over dollars.

In an interview with The Wall Street Journal last week, for example, co-founder and CEO Mark Zuckerberg hedged the point, even as he sang his same familiar strategic tune of the last few years.

“The thing to take away isn’t that we don’t care [about business]. People for years were asking me why aren’t we trying to make more money,” he said. “I would say I’m trying to build a business for the long term and it was clearly the right strategy.”

While admirably I’ll-row-my-way in tone, Zuckerberg needs a public offering heft more than ever, as Facebook’s battles with rivals — most especially Google — escalate.

Just last week, the monocratically-inclined search giant ham-handedly shoved its own social networking service, Google+, into its results, in a move that could severely disadvantage Facebook.

Thus, into the Wall Street breach, to get a giant pile of dough to fight back!

But, unlike Google’s more kookified 2004 IPO, sources said Facebook’s is probably going to hew to a more traditional offering script.

That is likely to include a hefty consortium of irksome investment bankers — think firms like Goldman Sachs and Morgan Stanley on top of the filings, and a spate of smaller ones (Allen & Co.) below, and you have the approximately accurate idea.

And, while shot-caller-in-chief Zuckerberg will be the one key voice in the IPO, the man to watch has been and will be CFO David Ebersman.

The longtime Genentech exec, who came to Facebook in 2009, has been doing all the heavy lifting in preparation for the IPO, said sources, and will continue to do so.

Facebook declined to comment (but I would too, if I were them).

Facebook picked a new CFO quietly, after its cloddish public parting with longtime top financial exec Gideon Yu earlier this year.

Facebook said in late March it was looking for a CFO with “public company experience,” and it seems to have gotten one in former Genentech CFO David Ebersman.

(He is pictured here–is it just me or does he look a lot like an older version of the man he will be reporting to, Facebook CEO and founder Mark Zuckerberg?)

It’s an interesting choice of a high-profile exec for the job at the headed-for-an-IPO-someday social-networking company, and one from outside the Web sector.

And, indeed, with the addition of Ebersman, Facebook inches ever closer to a public offering.

It is also a good move for Ebersman, who has been at the biotech firm for almost 15 years. But the South San Francisco-based Genentech was acquired in March by Hoffman-La Roche, which already has a CFO.

Ebersman, who will formally start in September, will oversee Facebook’s finance, accounting, investor relations and real estate functions and will also be part of the Palo Alto, Calif., company’s executive management team.

Former Netscape exec and VC Peter Currie has served as a stand-in for Yu since he left, although has not been an active financial exec.

Here is the full press release from Facebook:

PALO ALTO, Calif.–June 29, 2009–Facebook today announced that David Ebersman, the former executive vice president and chief financial officer (CFO) of Genentech, the pioneering biotechnology firm recently acquired by Roche, will become the company’s chief financial officer.

Ebersman will report to Chief Executive Officer (CEO) and Founder Mark Zuckerberg. He will oversee Facebook’s finance, accounting, investor relations, and real estate functions. He also becomes a part of the company’s executive management team, which directs all aspects of company strategy, planning and operations. Ebersman will formally start in September 2009.

“We received a lot of interest in the CFO position and had the opportunity to meet with many impressive candidates,” said Mark Zuckerberg. “We quickly recognized that David was the right person for Facebook. He was Genentech’s CFO while revenue tripled, and his success in scaling the finance organization of a fast growing company will be important to Facebook.”

“After meeting with Mark and the rest of the team, I was thoroughly impressed with everyone’s drive and sense of purpose to help people connect and share,“ noted Ebersman. “Mark is constantly pushing the company forward and he’s assembled a world-class team that is achieving remarkable results both for its users and as a business. I’m excited to join this effort and this new industry.”

Ebersman worked at Genentech for nearly 15 years. He served as the firm’s executive vice president and CFO from 2006 through April 2009, when Roche Group acquired the company. Prior to joining the company’s finance organization, he was senior vice president of Product Operations. He joined Genentech as a business development analyst. Previously, he was a research analyst at Oppenheimer & Company Inc.