After months of chaotic politics, backtracking and mass layoffs, Elon Musk has fulfilled his promise to replace Twitter’s blue check verification with a fully paid subscription service. Twitter has added blue ticks to the accounts of celebrities, professional journalists, news organizations and other influencers since 2009. Simply put, it was an easy way to determine if the information was coming from the person they were claiming.

But shortly after purchasing Twitter, Musk announced that he would end this “master-villain system” and introduce paid verification. Twitter users can pay $8 (£6.44) per month for the privilege of being verified. This was fully implemented last week and resulted in most of the blue ticks on “old” verified accounts disappearing.

Being able to pay to legitimize your account status now makes the platform more vulnerable to those who seek to impersonate others and present a false sense of authority. Recently, Musk seems to have taken a step back from this approach and gave some celebrities back blue ticks.

Impersonation in the context of disinformation is a serious concern. When Musk first launched paid endorsement verification in November 2022, users with verified accounts falsely tweeted that insulin would now be free, causing pharmaceutical companies to lose billions of shares.

Now, any company, government or other organization willing to spend enough money on bots can also use it to artificially amplify questionable statements or positions. Unfortunately, impersonation is only the tip of the iceberg when it comes to manipulation tactics used to spread misinformation online. Here are five things to watch out for.

1. Fake experts

Even with Twitter’s previous account verification approach, being able to accurately identify a snake oil seller does not prevent them from becoming sellers. People will display their so-called credentials to lure readers into a false sense of legitimacy so they don’t have to back up their claims with evidence.

When someone makes a broad statement based on “expert opinion”, look at the credentials: Are their areas of expertise relevant? Have they previously used these credentials to support questionable claims?

2. Splitters and conquerors

We all have different opinions, but it’s important to choose your battles carefully. Even if you’re a persuasion master, in an online debate pantomime, you’ll likely spend most of your time arguing against a brick wall. Bad actors on social media spread misinformation that often pits people against each other in the hope of achieving some financial, social or political goal, portraying both sides as irrational and incompatible.

While diving into having people online can bring you short-term satisfaction and praise from other posters, take a step back before responding to the anger trap. If you’re loading machine guns in culture wars, you may wonder if you’re just being used as cannon fodder.

3. Abutism and straw men

Some people who spread misinformation are just good with words. Whataboutism describes a technique used to deflect or evade criticism by bringing up another issue: “What about X?” It could also be an attempt to highlight hypocrisy by heroically declaring that “people who live in glass houses should not throw stones”.

But just because one murderer shows another murderer doesn’t make either one any less of a murderer.

A similar rhetorical vitality can be found in the use of “straw man” arguments when someone deliberately distorts their opponent’s position. They can make an easy profit by closing a view that doesn’t really exist. Research shows that the ability to recognize such manipulative arguments can prevent people from being fooled by fake news and dubious claims. Don’t just cheer for someone who is great at beating others, watch their arguments closely.

4. Conspiracy theories

It’s easier than ever to spread conspiracy theories online. This is particularly troubling given its associations with acceptance of violence. Conspiracy theories appeal to us because they are engaging and provide answers when people feel indecisive and insecure. People may also spread conspiracy theories in order to gain social validation and find common ground with other people. However, the evidence suggests that attempts to deal with unpleasant emotions by affirming conspiracy narratives can actually exacerbate existential fear. While some real conspiracies have taken place, most of them are completely illogical. Many seemingly “inexplicable” events have a direct, non-conspiracy-driven response, so be wary of alternative narratives that sound like a blockbuster plot.

5. Trolls

Have you been prevented from having a rational discussion because someone provoked you with a thinly veiled insult or offensive comment? Looks like you’ve been trolled.

Social media can be a great way to bridge the knowledge-audience gap, but trolls—those who deliberately post false information or offensive content to anger or upset others—can distract you from factual information.

Keyboard warriors are skilled at launching and imposing smear campaigns to discredit public figures or organizations. While you’re trying to play a constructive role in public discussions, don’t get distracted by a never-before-seen freak who insulted your mother, and under no circumstances feed the trolls.