Do you ever feel like the people you meet online aren’t who they are in real life? Halloween is a free pass to be someone else for a day and have fun at it. But we all know that when it comes to interacting online we want authenticity. The internet tends to leave us with a lingering fear that a catfish is behind that last friend request. Or, @angela2oo7 just might be a SEO spammer. Because of this, authenticity is a big topic for digital marketers and it has been for years. Companies lacking authenticity struggle to create successful communities, effective SEO, conversion, and content marketing. Have you ever been catfished by a brand? That’s a scary thought!