A Conversation can be related to a collection or Social Object. For example, you might have separate Conversations for planning, financing, ownership, and other types of topics surrounding a Social Object. You can group all these Conversations together, making all the relevant content easier to find, by adding the Conversations to the collection or Social Object. You can set up these relationships from the collection's or Social Object's Related tab, or from the Conversation's Referring tab.
To add the Conversation to a referring collection or Social Object, click the Referring tab, then click + Add, and select an item. For more information, see How do I add or remove a related or referring item?