EVCin

Vitrue CEO Reggie Bradford Tweeted that some of the premium Amazon paid for Zappos had to do with the social buzz based on the Vitrue SMI. Comparing it to other social media measurement tools, not sure that his claim holds water.

After looking at HOW Zappos engaged customers via Twitter in a previous post, now looking at measuring the engagement rates from those Tweets and also compared to Southwest Airlines, Jet Blue and Zynga (as well as take a stab at measuring engagement from Facebook Fan Pages).

What can a marketer looking to go social learn from Zappos? Sifting through 169 Tweets over the last three months, a few things stand out: It’s not a short-term return, but a long-term relationship that drives Zappos, which comes through loud and clear in nearly every Tweet.