Wildfires are increasingly affecting lives, livelihoods, and landscapes, but to truly reduce their impact, we need to understand how people respond to growing risk. In the Balch Fire Lab, we're harnessing the power of social sensing, that is, real-time data from geolocated social media, mobile phones, citizen science, and more, to map and model human behavior at unprecedented scales. This innovative approach allows us to analyze how wildfires and prescribed burns influence visitation to public lands, revealing critical insights into recreation patterns, economic value, and potential mitigation strategies. By integrating human behavior into fire science, we’re not just tracking impact. We’re shaping more adaptive, resilient communities.