Just when I’d begun to work out what all the LIBOR fuss was about along comes the  ‘discovery’ of the Higgs-Boson. It’s much worse.

Apparently it’s all about the God particle (Goddess particle anyone, so we can have more of them?) which gives the universe mass.

Having been sent all the Higgs-Boson jokes by my geekie friends (you know who you are) I found myself in a meeting this week trying to explain the central relevance of social media for a major corporate brand. As you do.

“Social media” I blurted out, “is the Higgs-Boson of brand communications. It’s what gives it all genuine mass appeal.”

Ok, candidate for Pseuds Corner  and I did blush, I admit. But actually, there is a sub-atomic particle’s worth of truth in this. Without real engagement via social media , corporate and brand communications will be increasingly irrelevant and lacking in authenticity. With ‘social’ at its core, communications can have real, sustainable mass impact.

So here’s to a new particle theory of social media …. Meanwhile, anyone know any good new (original) Higgs-Boson jokes?