Social media exposure and fan followings are taking the place of older measures to gauge how valuable celebrities are for product endorsements. "Advertising agencies are asking more and more, 'How many fans on Facebook do you have? Are you on Google+? What's your Klout score, what's your client's Klout score?' " said George Ruiz, head of digital media for International Creative Management. In response, PR firm PMK-BNC has joined with Interpret to introduce FanDNA, which rates celebrity appeal in regard to various brand affinity groups.