This is the only time I have ever actually seen something go viral. On the day that Hurricane Sandy was approaching New York City, this photograph was posted on Facebook. People began to share it. After about 19 000 shares from his page, Jason Otts found out that the photograph was a fake but by then it was too late. As more and more people shared it, it snowballed, jumping up by thousands with every second that passed. In about 48 hours it had been shared over 600 000 times. The first evening I must confess that I sat watching in fascination as the counter rose by hundreds of thousands.