Just when you think things are getting real, think again.

Fake Instagram accounts — Finstagrams — are the result of a generation raised with their personal information available for all the world to see. That generation is now fighting to take back their privacy — and their real identities. These young adults, weary of trying to live up to their annoyingly perfect online avatars, have created fake Instagram accounts (aka: Finstagrams) that present truer versions of themselves than their former profiles.

So this raises the question — what else published online is really fake?

Ever read those ‘third party’ reviews posted by Amazon? Well, considering Amazon is suing more than 1,000 people who allegedly offered to write glowing product reviews for cash, it’s safe to say that bubble’s bursting. In fact, a Cornell University research team created a computer algorithm for detecting fake reviews. Titled the Review Skeptic, it boasts a 90 percent accuracy rate.

Since the cat’s clearly out of the bag, you can anticipate online profiles and reviews will be treated with new found skepticism.

So where does that leave organizations with legitimate products and services? Well, one way may be to produce a video clip series — if you can afford the cost for decent quality. Or, you can always establish a good old-fashioned marketing strategy with diverse tools and tactics.

Read more on on detecting fake online reviews.