In 2013, Justine Sacco, a thirty-year-old senior director of corporate communications at the media and Internet giant IAC, boarded a plane from New York to South Africa. Along the way, she tweeted a few mean jokes, then on a layover in Heathrow, tweeted: \u201cGoing to Africa. Hope I don\u2019t get AIDS. Just kidding. I\u2019m white!\u201d She had only 170 followers, but by the time her plane landed in Cape Town 11 hours later, the tweet had circled the globe. The hashtag #HasJustineLandedYet was trending on Twitter and tens of thousands of angry people had tweeted back at her. Totally unaware, Sacco was blindsided by the media storm she encountered when her plane touched down. She apologized profusely, but it didn\u2019t matter \u2014 the story didn\u2019t die. She was let go by her employers, and had a hard time finding a job after.