Counting followers may not be sufficient to determine the value of an influencer, since there is a growing problem of fraud, such as when unethical "click farm" service providers offer to sell followers to social media personalities. So companies need to consider the 4Rs, which are relevance, reach, response, and return. relationship, rapport, response, and relativity. rapport, reach, response, and return. relevance, relationship, response, and return. relevance, rapport, response, and relationship