A recent In Focus we did about what brands were doing with MySpace struck a chord (or nerve, as the case may be) with some of our readers-- to some, MySpace didn't count as true conversational marketing.

So what does count? As a follow-up, we reached out to some of the industry's brightest minds to get their different takes on what conversational marketing is, what sorts of brands it works for, and how best to talk with -- rather than at -- your customers.

We spoke with:

John Battelle, chairman of Federated Media, an entrepreneur, journalist, professor, and author who has founded or co-founded businesses, magazines and websites.

Tom Hespos, president of New York agency Underscore Marketing and a regular iMedia columnist.

Jackie Huba, the co-author of "Creating Customer Evangelists" and the forthcoming book "Citizen Marketers."

Mark Naples, managing partner for WIT Strategy, a strategic communications consultancy that serves clients who do business on the web in the U.S., Europe, and Latin America.

Here's what they have to say about conversational marketing.