A rather sad story of social media misbehavior raises the question posed in the headline.

Here’s the summary: Baltimore Ravens wide receiver Torrey Smith lost his younger brother in a tragic motorcycle accident late Saturday. He started against the New England Patriots the following day, and after his team won, a certain hyper-vigilant Pats fan tweeting under the handle @katiebrady12 wrote the now-infamous message “Hey, Smith, how about you call your bro and tell him all about your wi— ohhhh. Wait. #TooSoon?”

We can all agree that this tweet was in the poorest possible taste, and the Internet quickly responded in turn, with many fans and supporters issuing harsh statements against the offending tweeter. We can only assume she received some very unpleasant messages and personal threats, because her account suddenly went private.

This is all very unfortunate, but Johns Hopkins School of Medicine ended up with a big PR problem on its hands. Why?

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