In a nut shell:

In general when addressing Human females they hate being called females by the males. current mating habits are to always appear friendly but not creepy. Many humans find this difficult believe but it is not entirely based on looks even though that does help. In fact due to traditional predatory behavior of the male half of the species, females are more relaxed when they feel they are not pursued but a nearby male. Standard actions like being personable, making jokes of light topics, and good hygienics seem simple but are examples of baseline traits when female are looking at males. This can lead to things like trust and eventually friendship. However bonding permanently can be halted by the friendzone protocol which is a result of Either side seeing traits either physical or behavior not desired in a life long partnership.

This is a representative of in person relationships. For online, I have zero succesful observation data on the topic.