I'm not sure whether it's worth filling out the spamwall form for this report (this direct link to the 45 page PDF appears to work) but it is a fairly comprehensive discussion of owned and earned social media commentary for higher education institutions. I know the title says 'conversation' but I'm not sure the authors have appropriately distinguished conversation from 'chatter'. This especially seems to be the case when they add campus sports-related commentary to the mix. The self-stated pr4urpose of the article was to create benchmarks for the measurement of social media campaigns and conversation. I still found it an interesting read, even if I didn't feel especially enlightened at the end.