1. A computer-implemented method, comprising: maintaining, by a social networking system, a plurality of personas describing entities represented in the social networking system, each persona associated with a page provided by the social networking system; receiving, by a social networking system, web traffic directed to one or more personas by one or more external systems; determining a measure of authenticity of a persona based on the web traffic directed to the persona by the one or more external systems; determining whether a persona is authentic based on the measure of authenticity of the persona; and storing information describing an authentic persona.