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Today started out strong and stayed positive all day, even if some commented that the highs were not held. The weak dollar helped commodities and helped stocks. A 10.1% October sales rise by the National Association of Realtors by those trying to get the home buyer tax credit didn't hurt either. Ditto for a reiteration that the recession is over.

Here were today's unofficial closing bell levels:

Dow 10,450.04 +131.88 (1.28%)
S&P 500 1,106.13 +14.75 (1.35%)
Nasdaq 2,175.96 +29.92 (1.39%)

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Analyst upgrades:

• Jefferies upgraded Starbucks (SBUX) to buy from hold, citing EPS and revenue momentum heading into 2010. The firm raised its target to $25 from $22.
• Soleil upgraded Zions Bancorp (ZION) to buy from hold on valuation as it believes the recent pullback provides an attractive entry point. The firm has a $17.50 price target on shares.
• RBC Capital expects Rigel Pharmaceuticals (RIGL) to sign a partnership for R788 in the next four months to run its global Phase III program. Shares were upgraded to outperform from sector perform and its target was raised to $11 from $9.
• Deere (DE) was upgraded to overweight from equal weight at Morgan Stanley.
• Shire (SHPGY) was raised to outperform from market perform at Bernstein.
• Ann Taylor (ANN) was upgraded to overweight from market weight at Thomas Weisel.
• J.M. Smucker (SJM) was upgraded to overweight from neutral at JPMorgan.

I have had my problem with Starbucks (SBUX) CEO Howard "Schultzie" Schultz in the past, but his latest little stunt has really ticked me off.

First things first, I will enjoy the occasional cup of Starbucks coffee, but the price has put a venti mocha-frappa-latte-chino out of my budget so I have started making my own at home. The company's product is good, but its competitors -- namely McDonald's (MCD) and Dunkin' Donuts -- offer a comparable product at a fraction of the price. I have long thought that Starbucks' saturation business model has been its biggest fault, with Schultzie's leadership running a close second.

Imagine taking the personal connections and interactions that occur every day on the likes of Facebook and Twitter... and bringing them to bear on an education. To a large extent, this hasn't been done yet, but the potential is profound. In a new report by the Center for Community Survey for Student Engagement, two-year programs aren't taking advantage of the tools at their disposal -- plenty of growth is still possible. Kay McClenney, director of the CCSSE, says, "Colleges are not taking advantage of that particular set of tools for making connections with students to the extent that they could."

We have seen what exports can do for fast food restaurants. Can the same happen with coffee stocks?

In some ways, it is already happening. Starbucks (SBUX) has made a big push overseas and many of its stores can be found in foreign markets. And a weak dollar is going to accelerate the trend greatly.

Last week, under the guise of betting on America, Warren Buffett and his Berkshire Hathaway (BRK.A) made an offer to buy all outstanding shares of Burlington Northern (BNI) for a significant premium.

In making the announcement, Buffett confidently claimed that rail would play a big role in the recovery of the economy. What he did not say was that this was a bet on the U.S. dollar.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• Activision Blizzard Inc. (NASDAQ: ATVI) said its Q3 profit declined despite the popularity of Guitar Hero.
• Blackboard Inc. (NASDAQ: BBBB) said Q3 revenue surged and its offered impressive cash flow numbers.
• Boston Beer Co. Inc. (NYSE: SAM) easily beat Q3 earnings estimates and raised its full-year guidance.
• Cisco Systems Inc. (NASDAQ: CSCO) lower Q1 results topped estimates and sent shares higher.
• Cognizant Technology Solutions Inc. (NASDAQ: CTSH) was upgraded following its strong Q3 results.
• Corporate Executive Board (NASDAQ: EXBD) received an analyst's upgrade following the Q3 results.

Shares of Starbucks (NASDAQ: SBUX) are trading up in after hours trading today after the company posted strong Q4 earnings numbers after the market close.

As we noted in our earnings preview, the company was expected to show earnings for the quarter of 21 cents per share on $2.39 billion in revenues. The actual numbers came in at 24 cents per share with revenues of $2.4 billion.

On Thursday afternoon, coffee king Starbucks (NASDAQ: SBUX) will report third-quarter earnings. Currently, expectations call for a profit of 21 cents per share on revenue of $2.39 billion. A year ago, SBUX earned a penny per share in the third quarter, with revenue checking in at $2.52 billion. Fundamentally, SBUX has undertaken a number of cost-cutting measures included closing stores and cutting the prices on some of the company's easier-made beverages (this move was countered by raising the prices on some of SBUX's "more complicated beverages"). Worker layoffs have also had an impact on the company's bottom line. As for good news, SBUX announced that is going to keep 27 stores open that it had originally targeted for closing. This move was made after the firm reviewed its finances. I have long criticized SBUX for its spend-happy ways, but it seems that the company is trying to tame these tendencies. This does not mean that the firm doesn't still spend money loosely, but it is a start.

Company attitudes toward social media sites vary. Some swing the doors wide open, allowing employees to tend to their Facebook farms and update Twitter statuses throughout the day. Others lock 'em down, keeping non-business site access to a minimum.

A recent study found that, in the United States, 77% of employees with Facebook accounts check in with the community from the office. And, the amount of time they're spending in this part of the online world is growing. In the United Kingdom, another study found that 57% log in regularly from work, costing their employers 40 minutes a day.

Philip Wicks, a consultant at Morse PLC, a technology research firm in London, "It isn't just something you can do for half an hour during a lunch break but all through the day and because of that, it has a huge impact because people aren't necessarily concentrating on what they should be doing during the day." He estimates that this translates to lost productivity of $2.25 billion a year.

It seems like the obvious move would be to block the sites, but William Beers of PricewaterhouseCoopers disagrees. "Instead of trying to shut it down, I think we should try to embrace these technologies, put in a nice policy that governs it and explain to users the risks related to it, provide some training and then see what business benefits we can have from it," he said.

Starbucks (NASDAQ: SBUX) closed at $19.38. SBUX is scheduled to report Q4 EPS after the market close on November 5. SBUX November option implied volatility is at 48, December is at 42; verses its 26-week average of 47 contracts, according to Track Data.

Time Warner (NYSE: TWX) closed at $30.15. TWX is expected to report Q3 EPS on November 4. TWX November option implied volatility is at 43; December is at 39; verses its 26-week average of 40, according to Track Data, suggesting non-directional price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com.

Once upon a time, retailers measured success by the number of people walking by in the mall, how many entered the store, the percentage they spent, and basket size. Now, a world of zeroes and ones has changed their perspective entirely. Social media is expected to be the star during the coming holiday season, with retailers pushing Facebook, YouTube, and Twitter content to get in front of consumers and affect either online or in-store purchases. Smaller Christmas budgets are expected, so the fight is on to garner as large a share as possible of a shrinking pie.

Of course, nobody would come out and say, "Social media is nonsense, and I'm not getting anything for my investment." So, when the likes of Starbucks (NASDAQ: SBUX), JCPenney (NYSE: JCP), and Target (NYSE: TGT) say that social media is connecting them with their customers and leading to more effective campaigns and product launches, do take it with a grain of salt. What can't be ignored, however, is that they're committing more resources to social media marketing, even though it's still far too soon to tell if it will be effective.

Equity markets ended the third quarter with their biggest losses in four months, and we're now staring down the closing months of 2009. Half the quarter, of course, is dominated by holiday sales, which ups the stakes at the finish line and sets the tone for the bulk of 2010.

Even though company performances have been fairly strong through this reporting season, it's tough to shake the nerves associated with depressed consumer spending and high unemployment.

"One of the guiding principles of our growth investing system is the concept that major trends tend to persist longer and go farther than originally expected," says Timothy Lutts.

In The Cabot Stock of the Month, he explains, "It's a principle that supports our current bullish market stance and our recommendation of Green Mountain Coffee Roasters (NASDAQ: GMCR), even though the stock is already up more than four-fold since March."

"The business, of course, is coffee, a true global mass-market product. And while Starbucks' stock peaked in 2006 (ending a 14-year run), Green Mountain Coffee Roasters is younger and far less famous.

Via, the new instant coffee product from Starbucks Corporation (NASDAQ: SBUX), is making its debut Tuesday on the national stage.

The powdered java was already available in select markets, but the so-called ready brew is now being rolled out to all of the coffee chain's U.S. locations -- and CEO Howard Schultz promises it "will change the way people drink coffee."