At our June CoE E-Commerce event, Zafer Younis, co-founder and CEO of social media agency The Online Project discusses how new brands can best connect to consumers by analyzing levels of friendship.

Younis explains the different types of friendships people have in their lives including “associate”, “fun friend,” “favor friend,” “help mate,” “comforter,” and “soul mate/best friend.” These categories reflect the trust and comfort levels between two parties and can shed a light on successful social networking strategies.

By figuring out what consumers enjoy and connecting with them on an emotional level, companies can more effectively address consumer needs and build ongoing “complex friendships.”