I got a pretty hilarious email from Betabrand who wrote in to tell me that they saw the best results when their social media content included a close-up of a male crotch clothed in Betabrand products. I'm not sure it will work for everyone company, but the numbers don't lie (see the charts bel0w), and it's an interesting way for a company's creative to be so heavily driven by their clicks and web traffic.
Their concept of "Sock Insurance" is also pretty neat.