"Wide" as an adverb has the literal meaning "in a wide fashion"
It is widely believed Obama will change the United States of America.
He is looking far and wide for good people to help him.
The door was wide open.
"Friendly" is usually an adjective, but is sometimes used as an adverb, as in your example, to mean "in a friendly way". To say "friendly" instead of "in a friendly way" seems quite informal, even casual. But it's not wrong.
PS. You should say "he became" or "he has become."
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