1. A method performed by a computing device having at least one processor, the method comprising: determining, by the computing device, based at least in part on an originating address of an incoming communication, an identity of an originator of the incoming communication; applying, by the computing device, a first set of rules to the identity of the originator of the incoming communication to determine a first importance of the incoming communication, wherein the first set of rules comprise rules generated based at least in part on information about the originator of the incoming communication included in a directory of the computing device, and wherein the directory includes location information about potential originators of incoming communications, and wherein the first importance of the incoming communication is based on a respective location of each of the potential originators and one or more of a geographic location of the computing device or a social location of a user of the computing device; applying, by the computing device, a second set of rules to the identity of the originator of the incoming communication to determine a second importance of the incoming communication, wherein the second set of rules comprise rules generated based at least in part on previous interactions between the computing device and the originator of the incoming communication, wherein the previous interactions between the computing device and the originator of the incoming communication comprise a frequency of interaction between the originator of the incoming communication and the user of the computing device; generating, by the computing device, a prioritization score based at least in part on the first importance of the incoming communication and the second importance of the incoming communication; and selectively outputting, by the computing device, based at least in part on the prioritization score, an indication of the incoming communication.