A computing system and methods that enable a Facet-based virtual layer to the social graph of an online service for network users. Virtual Personality Facets are provided so that users may role play, experiment with different personalities, or disguise their identity. Facets of personality may be represented by multiple virtual digital representations, such as avatars, of users in an online service having a social graph that allows a virtual representation. Facets may be designated as untraceable or traceable. A user may have multiple Facets, and may activate a Facet to be displayed to the other network users. Information about the user may be withheld if the Facet is designated to be untraceable.
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