Some friends are full of drama and hyperbole - endearments and loving words drip off their tongue and into online chat forms as easily.
But for other, more reticent friends, even one extra word of praise or affection from them is a treasure.
Whatever the style though, I still love and appreciate the thought behind the word(s). But personally,I tend to mirror people - giving back to them what they give me. For the drama queens in my life, I'm lavish with my affection, playful with my words. The quieter friends receive quiet thoughtful attention and fewer, more carefully chosen words.
Words aside though, my favourite forms of communication are non verbal; a hug is still one of the best ways to show compassion, love and empathy.