Unique publishing features. They were one of the first sophisticated tools to offer post scheduling with enhanced engagement features such as playable games within Facebook posts and interactive polls (before Facebook Questions were available for Pages).
Community moderation. One of the primary reasons we chose Vitrue over the competition was for their features around email alerts when certain keywords were used on Pages, and the option to automatically delete/hide posts that used certain words.
The Tabs tool made it super easy for almost anyone to create custom Facebook tabs to house contests, sweepstakes, games, videos, image galleries, or even static content. The only real coding needed was for the CSS design aspects.
Tabs tool could be much more user friendly, i.e. completely "drag and drop". It was pretty easy to get something functional built, but if you didn't know how to code CSS then you were pretty much hopeless when it came to making the tab look "professional".
Their bulk uploading/scheduling feature for posts was always having issues, it was something I always wanted to take advantage of and was bummed that it didn't really work well enough to make it efficient.
When I was using the tool, it was a very janky user experience when you needed to go and locate a post or comment that had been automatically removed due to keyword filters. And there was no simple way to just view a stream of what's being said on/to your accounts.
Positive - we are an agency so we would always mark up the cost of Vitrue to turn a profit from our clients.
Positive - many of the contests/sweepstakes our clients do on Facebook are centered on data collection. Vitrue's Tabs tool made it very easy to whip up a small data collection form for campaigns that led to new leads for all clients, some of which were later tied back to transactional data to show true ROI for our clients.
I would revisit the tool in comparison to the competition if and when our current tool (Buddy Media) failed to meet our growing needs. Otherwise I feel like a handful of very suitable alternatives have entered the market and matured a bit since Vitrue held a tight grip on the space.
I would say it's perfect for post scheduling, planning, and moderation (especially if more than one person is working on the brand's social activity), but I would say that it's probably not the best choice if your main concern is more about complex and truly custom app development. I would also have to point out that there are other, cheaper tools that would meet most demands for post scheduling, planning, and moderation.