San Diego-based Brickfish, a developer of social media and online advertising software, said today that online shoe and apparel firm Zappos.com and Steve Madden are using its social media platform. According to Brickfish, its software is behind the "Steve Madden's SOLE SEARCH powered by Zappos", a promotion which encourages users to create their own, Steve Madden shoe designs to be sold by Zappos. Financial impact of the win was not disclosed.