It is the most wonderful time of year… and it’s also the time of year when scammers are licking their chops.

The Better Business Bureau is warning Facebook users that sharing a certain kind of attention-grabbing post might put their friends at risk of falling victim to a scam.

Kristin Matthews, Marketing and Communications Manager with the BBB Atlantic, says the lure is to evoke emotions, such as a missing family member or a lost or injured pet.

Essentially, they amount to bait and switch campaigns which capitalize on social media sharing, then tricking users into clicking. Then, they’re conned into thinking that the rental application or contest is legitimate and recommended by their Facebook friend.

They put out a notice because of an increase in these types of scams. Matthews herself has had to reach out to friends on Facebook to let them know after her contacts began sharing a questionable post.