1. A computer-implemented method for customizing an item of original content, the computer-implemented method comprising: under control of one or more computing devices configured with specific computer executable instructions, identifying a plurality of original objects in the item of original content; selecting an original object comprising at least one original attribute from the plurality of original objects; selecting, from a social graph comprising a plurality of social graph objects, a social graph object comprising at least one social graph attribute; and replacing, in the item of original content, at least one original attribute of the selected original object with at least one social graph attribute of the selected social graph object.