When the world hit pause during COVID… he hit record.

So what happens is COVID hits. I don't know what happened in Lakewood or Muny, but we had to close our Shaw and I needed to connect with my community. So I took out my phone and I made a video of me locking the shul and a message of hope and I put it on Facebook and I realized that I got a lot of reaction. I never really made content for myself before then and I started making more videos for my community and I got a lot of feedback, a lot of emails, a lot of messages. I realized that this is so powerful social media that you could create a video and speak to people and then other people who weren't in my community start asking questions. I said I I have to understand this better. Co had a lot of time. I decided to double down and understand what is social media, what is the algorithm, what works.