Abstract: A method for evaluating media assets in a set of media assets including the step of obtaining information defining at least social relationships of an audience. The social relationships include relationships between a member of the audience and someone recorded in at least one of the media assets. For each media asset in the set of media assets, the method includes identifying one or more people recorded in the digital media asset, computing, for each person recorded in the digital media asset, the person's expected social significance relative to the audience based at least upon the social relationships, and computing an overall measurement of the social significance of the digital media asset as a function of the expected social significance of each person recorded in the asset. In addition, the method includes storing the overall measurement for each digital media asset in a processor-accessible memory system.