In a world full of vanity metrics that don’t mean much, I’ve become obsessed with measuring enthusiasm because I think it’s the best indicator we have to understand the health of an audience. Enthusiasm isn’t measured in views. It’s measured in connection. If someone leaves a comment, shares your video, or tags their friend—it’s an invitation to start a conversation. The best digital campaigns don’t ignore that moment. They use it to build something real. That was one of the themes I unpacked with the brilliant @christiemarchese on the @kinemahq podcast. We had a lively, thoughtful conversation about what it takes to build meaningful relationships online, especially in the context of movie impact campaigns. Christie said something that stuck with me: “If someone came up to you and said ‘I love your movie,’ you wouldn’t just high-five them and walk away.” Exactly. In real life, you’d stop. You’d say thank you. Ask what spoke to them. Maybe share a moment. That recognition builds trust and community. The same rules apply online. Yet too many digital campaigns leave that kind of enthusiasm on the table. But when we respond, amplify, and encourage those interactions, we’re not just boosting metrics—we’re nurturing connection. The most effective marketing campaigns don’t just push content. They create space for conversation. They invite people in. They make supporters feel seen. That’s how momentum turns into movements. And with the right tools, we can do this more effectively, efficiently, and at scale. We explored how social listening empowers filmmakers by offering a real-time window into what’s resonating, where momentum is growing, and how to harness that energy to drive meaningful action. When people feel acknowledged, they don’t just engage—they rally. They bring others with them. And that’s where real change begins. Big thanks to Christie and her team at Kinema for exemplifying what it means to use film as a tool for connection and community.