New York is investigating a firm that sells fake social media followers

It's no secret that a small amount of money can get you a large number of follows on social media. Businesses like this bank on the desire to be popular, though the reasons for craving popularity vary. Fake followers can be found on all sorts of social media pages, particularly Twitter, boosting numbers while giving the impression of influence or popularity. Now New York is investigating the issue.

Though the fake followers issue isn't exactly a secret, many social media users don't realize the extent of the business behind them. That's something the New York Times changed recently with a long report detailing one particular firm that sells "likes," Devumi.

According to the report, Devumi rakes in millions of dollars by selling Twitter retweets and followers to anyone willing to pay for them. It is thought that Devumi controls around 3.5 million fake accounts, offering more than 200 million followers on Twitter to customers.

Some effort is given to make these accounts look authentic, though — at least to those who only give them a quick glance. To do that, these sort of vendors engage in what the Times refers to as "social identity theft." Many accounts use the same images and tidbits of information provided by real people on their social media accounts; the cloned fake accounts are then used to retweet, follow, and otherwise exist as a cog in a money-making machine.

The issue doesn't rest there, though, instead being part of an arguably worse issue: the use of fake accounts to spread certain agendas, influence unwitting social media users, and more. Following the report — and in light of the concerns — New York Attorney General Eric Schneiderman has responded by saying that they've opened an investigation into Devumi, specifically mentioning the allegedly stolen identities issue.

"The growing prevalence of bots means that real voices are too often drowned out in our public conversation," Schneiderman said. "Those who can pay the most for followers can buy their way to apparent influence."