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CLOSING BELL: Facebook and Under Armour hit 52-week highs on earnings; mixed results for Dow Jones components XOM, MMM, V

Today marked the busiest day of the earnings season and there was plenty of excitement to go around with plenty of soarers and cliff divers.

Facebook (FB) hit a 52-week high today, finished the day up 14% after the social networking giant beat expectations across the board posting a 63 percent increase in revenue to $2.59 billion, beating estimates of $2.35 billion. Profits rose 17 cents a share from the previous year to 31 cents a share, beating estimates of 27 cents a share. Facebook's mobile-advertising revenue accounted for 53% of its revenue in the quarter, up from 23% a year earlier. The results should quiet for the moment critics who say Facebook is losing teen users. Social network rivals Twitter (TWTR) and LinkedIn (LNKD) may have reaped the benefits of Facebook's surge, with shares for Twitter finishing up 7%, and LinkedIn finishing up 4%.

Under Armour (UA) felt similar success as Facebook, also hitting a 52-week high with shares rising 22% to after the company reported profits for the quarter rose 28 percent to 59 cents a share beating estimates of 53 cents a share while revenue rose 35% from the previous year to $682.8 million, beating estimates of $505.86 million. Under Armour says the rise in revenue and profit was driven by strong sales of its ColdGear Infrared and fleece products.

The day also saw three Dow Jones (^DJI) components reporting earnings. Exxon Mobil (XOM) saw shares fall 1.3% after missing earnings estimates by a penny to $1.91 while revenue fell $5 billion from last year to $110 billion missing estimates as well of $114.51 billion. 3M (MMM) shares fell nearly 2% after profits fell in line with estimates at $1.62 per share, while revenue rose 2.5 percent to $7.57 billion missing estimates of $7.73 billion. 3M said it was hurt by slowing growth in Latin America and its consumer business declining, which includes stationary and office supplies. Visa (V) had a happier day than its fellow Dow components, finishing the day up nearly 2% after reporting beating the street on earnings and revenue. The company said profits rose 9 percent to $2.20 a share beating estimates by 4 cents while revenue rose 11% to $3.16 billion beating estimates of $3.13 billion in part because more people used its credit cards for more purchases.

After the bell, Amazon (AMZN) is expected to report earnings of 66 cents a share, on revenue of $26.06 billion. Investors will be interested to see how Amazon faired during the holiday season and if it reaped the benefits of declining sales for brick-and-mortar retailers like Best Buy (BBY). Also scheduled to report earnings after the bell is Google (GOOG). The company is expected to earn $12.26 a share on revenue of $16.75 billion.

Tomorrow morning, Chevron (CVX), MasterCard (MA), Mattel (MAT) and Tyson Foods (TYC) are expected to report.

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