What makes conversations interesting?

Rich media social networks promote not only creation and consumption of media, but also communication about the posted media item. What causes a conversation to be interesting, that prompts a user to participate in the discussion on a posted video? We conjecture that people participate in conversations when they find the conversation theme interesting, see comments by people whom they are familiar with, or observe an engaging dialogue between two or more people (absorbing back and forth exchange of comments). Importantly, a conversation that is interesting must be consequential - i.e. it must impact the social network itself.