When the intensity and/or emotion of audience members of a presentation is high or low, the audience members typically use social media to post indications of their excitement or disappointment. However, the raw, natural, emotional energy is dissipated during or shortly after the post without ever being efficiently monetized. This constitutes a lost opportunity for the event and/or venue owner or event presenter. However, components can determine characteristics associated with an audience's interactions during an event. The characteristics can be leveraged to harness the natural emotion and interactivity associated with the audiences for use in engaging the audience in commerce and/or improving the audience's overall experience.