Engagement is one of the most powerful metrics to gauge the success of digital campaigns. As community managers, we seek likes, shares, comments, and retweets as at least a surface indicator of how we’re doing. We facilitate conversations and encourage interactions, creating opportunities for fans and followers to build deep connections with our brands.

With the launch of Facebook Timeline, engagement is increasingly important for achieving visibility in users’ news and activity feeds. We know that Facebook’s complex algorithm for determining visibility is largely affec…