This has been mentioned around the traps already but in case you missed it: In the September issue of Currents, a CASE publication, Andrea Jarrell looks at Web 2.0 and universities in Fear and Loathing in Web 2.0. Usually you have to be a subcriber to read Currents stuff but CASE has made this article free until October 31.
A taste:
Rather than trying to control the message, a new mindset is required—one that approaches the communications and marketing role as helping to facilitate a conversation about an institution in all its many facets. In this conversation, the institution has a definite voice; it’s just not a definitive voice. Having others—students, faculty, parents, alumni, the media, the outside world—be part of the conversation about your institution and thereby relinquishing the idea of control over your message does not mean relinquishing an institutional point of view or voice. In fact, in this new conversation, understanding and being true to institutional identity becomes more vital than ever.
Get it while it's hot free.