Embodiments for method and a system for an on online auction system involving a computer server is closed. Values representing a relationship between a seller and a plurality of bidders are determined based on social connections of the seller and social connections of the bidders. An auction method is selected based on the values representing a relationship between the seller and the bidders. The selected auction method is performed for the purpose of selling an item of the seller at a winning bid quoted by any of the bidders.