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On the flip side, here's an example of when authenticity is vital: The Facebook Sleeve Tattoo Girl.

On Wednesday, we (and many others) brought you the video of an anonymous girl getting an arm tattoo of 152 Facebook friends.

I did it all in one take and just improvised the whole thing as I went.

I put it on Youtube and the rest is internet history!

How long after you posted it did you start to see things go viral?

It's an acting job, and a pretty funny one at that.

The video on You Tube was first posted on June 3rd and already has almost 3/4 of a million views.

We mentioned that it was designed by Pretty Social, a Dutch company that puts Facebook collages on items like handbags, laptop covers and lampshades.

Turns out the video was fake, staged as a marketing promotion for Pretty Social.

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