Mike Arauz from Digital agency Undercurrent illustrates his conclusions on online friendship. He says that instead of worrying about terms like ‘friend’ companies should ask how do they move their friends from acquaintanceship to “best friendliness”?

Over on his site Arauz describes each stage in detail and while my own experience with PSFK doesn’t allow me to fully agree with the steps and even the actions he considers fit in each stage it’s a very useful piece to base discussion around. In summary:

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