Clothing company Bonobos relies heavily on social media to understand customers and design products to suit their needs. "When we think of social media, it's not just to market ourselves," said the CEO of the Web-only outfit. "It's actually for us to get input from our customers." This summer, the company's Tweet4Trunks campaign gave away a pair of swimming trunks daily to those who answered questions such as, "What PGA golfer should we sponsor?"

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