In 2013, Justine Sacco had a lot going for her, including a career as the head of global communications for InterActiveCorp. Before an 11-hour flight from London to Cape Town, South Africa, Sacco torpedoed her career and her internet anonymity with one tweet. “Going to Africa," Sacco began, "hope I don’t get AIDS. Just kidding. I’m white!”
By the time Sacco arrived in Africa, a Valleywag editor had seen the tweet and sent it to Buzzfeed. The hashtag #HasJustineLandedYet went viral, with Buzzfeed editors and Twitter laypeople haranguing Sacco for her comments. Despite Sacco's insistence that the tweet was meant to be satirical, IAC fired her a few days later.