Accordingly, the present discussion is directed in one respect; to a method of associating metadata with a digital content item and then controlling the presentation of that item in accordance with metadata-associated controls/constraints. The method may include determining a time-specific portion of a digital content item with which a user desires to associate a metadata item; associating the metadata item with the time-specific portion of the digital content item. During subsequent consumption of the digital content item by the user or another, the metadata item is presented synchronously in co lection with the time-specific portion of the digital content item, where such presentation is constrained or controlled in response to user-controlled filters implemented through a social network.