Excerpt from this article:
One year ago today, Justine Sacco was the global head of communications for the digital media conglomerate IAC. Getting on a plane for a trip to South Africa, to visit family, she published a tweet: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m White!”
… Twitter is a fast machine that almost begs for misunderstanding and misconstrual—deliberate misreading is its lubricant. The same flatness of affect that can make it such a weird and funny place also makes it a tricky and dangerous one. Jokes are complicated, context is hard. Rage is easy.
… This is the one thing no one in public relations… has figured out, or is smart enough to put into practice. When you fuck up on the internet, do nothing. Say nothing. Remain motionless as best you can, no matter how much you want to explain, or argue, or contextualize. Shut up! Just shut up.