The article focuses on the issue of online deception in social media. Topics discussed include the motivations and techniques used for online deception, their effect on potential targets, and some of the challenges that need to be addressed to help potential targets detect deception. Also mentioned are the lack of standard online deception detection, and of a computationally efficient approach for detecting deception in large online communities. It calls on the social media industry to design applications with rules and norms lacking in traditional physical space.