11. An apparatus, comprising: means for identifying a key phrase that appears in digital content; means for generating a score for the key phrase based at least in part on view counts of social media content items associated with the key phrase, the social media content items being accessible to users of a social media service, said score representing a suitability of the key phrase for selecting contextually relevant content to associate with the digital content.
11. An apparatus, comprising: means for identifying a key phrase that appears in digital content; means for generating a score for the key phrase based at least in part on view counts of social media content items associated with the key phrase, the social media content items being accessible to users of a social media service, said score representing a suitability of the key phrase for selecting contextually relevant content to associate with the digital content. 13. The apparatus of claim 11 , further comprising: means for determining whether a popularity level of the key phrase is increasing; means for determining a first value for the score responsive to determining that the popularity level of the key phrase is not increasing; and means for determining a second different value for the score responsive to determining that the popularity level of the key phrase is increasing.