1. A method comprising: receiving by a computer processor, from at least one user device: a media object captured by one of the at least one user device, the media object comprising image data; context information, the context information comprising capture context information of the media object and current context information of a plurality of users; user-generated subjective characterization information associated with the context information; automatically selecting, by the computer processor, a type of service from a plurality of service types based on the current context information of the user associated with the user device wherein the type of service is customized based on the current context information of at least a subset of the plurality of users other than the user associated with the user device; and associating, by the computer processor, service information, different from the context information, with the context information and the subjective characterization information associated with the context information, the service information comprising at least a type of service to be provided to the user associated with the user device.