When viewing a user's profile page ( http://zooomr.com/people/username, you'll see a little section underneath their bio blurb that will say something like:

"Follow username?"

or

"+ Following Notifications: On"

If you click the + sign too the left of "Following", and have Javascript enabled, an extended follow options pane will come out. Click "Edit Relationship".

Once that loads, you'll be on the relationship page. There you can check boxes to set a user as a friend, family, both, or neither.

Enjoy.