MENLO PARK, CA: Facebook's initial public offering filing brought the company a slew of media attention, but it also gave the public a closer look at the social media heavyweight.

The Securities and Exchange Commission filing, which could boost the value of the company to between $75 billion and $100 billion by this spring, included various insights, said Jonathan Morgan, owner of Perry Street Communications. He added that it also helped the company gain mostly positive media attention.

"[Facebook CEO ...