The Best Friend: These companies/organizations have got it going on. Sure, they post about deals and sales and merchandise, etc., but it's cool because more often than that, their posts are engaging and meant to draw people into conversations. They post fun facts, challenges and questions designed to make you think; they respond to people's comments; and they proactively seek to start and nurture relationships. The shining star of The Best Friend Approach has got to be the Pepperidge Farm Milanos Cookies Page. I wrote about it a while back when Pepperidge Farm sent me a box of cookies for being an involved fan. I find this to be the case, as well, with many of the crafters I support. They're savvy enough to know that people are going to respond best to social-media pages that court them and their business while also engendering a sense of camaraderie. I know more about some of these artists' lives than I do about some of the people I've met "in real life." When I have to buy a gift or feel the need to indulge myself, these pages and the people behind them are the first place I look.