Oh dear, oh my — with the first move that the new owners of Myspace have made, it’s pretty clear they are taking the worrisome look-at-the-shiny-celebrity approach.

The trio of Vanderhook brothers who run Specific Media, which paid $35 million to buy the News Corp.-owned music-focused social networking site, loudly added Justin Timberlake as an investor in the deal yesterday and then gave a lot of interviews around it.

In its press release, Specific Media said Timberlake would “play a major role in developing the creative direction and strategy for the company moving forward” and focus on being a premier original content destination.

“There’s a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff and just connect. Myspace has the potential to be that place,” Timberlake said in the release. “Art is inspired by people and vice versa, so there’s a natural social component to entertainment. I’m excited to help revitalize Myspace by using its social media platform to bring artists and fans together in one community.”

Sounds good, I suppose, but maybe they should focus on making products the star first.

Nope, the star is the star first, even though swanning around the appealing singer and actor’s name felt a lot like shilling him.

Justin has a vision! Justin will have a team of creatives around him! Justin is being ironic, having played a techie and now being one!

Justin will even be in the office! Um, sometimes!

Well, whatev, since I have been to these celebrity-meets-the-Internet rodeos before, and they have mostly ended in tears in terms of creating any kind of real Web property.

Remember Matt Damon and Ben Affleck and their LivePlanet fiasco back in Web 1.0? Wasn’t RuPaul around then helping WebEx? Didn’t the much-hyped MC Hammer dance site called DanceJam get sold off in 2009?

And I’m still waiting for several Web efforts by Ashton Kutcher, such as Internet fare for Katalyst Films, to make any ripple. In fact, the new “Two and a Half Men” television star has now seemed to focus more in investing in tech start-ups as a quieter partner.

In Hollywood terms, most of these high-profile marriages of glamour and nerd have been turkeys.

Of course, they will never stop, and I like to rub shoulders against a celeb, too, especially when it’s at the dull geekfests that take place in Silicon Valley.

But the only way Myspace is going to revive itself, even at the bargain basement price that Specific Media paid for it, is to focus relentlessly on figuring out a strategy, hire a team of crack engineers, and inspire them to build a killer product.

I don’t know what that will look like, but I do know the creation of such innovations requires a head-down approach of truly committed people, and not some all-night party of fabulous.

For a long time, Myspace’s creators were very interested in the latter and were not engaged in making the former happen.

And, by the time new managers did, it seemed to be too late and News Corp. was too sick and tired to tolerate it, writing Myspace off as a too-tarnished brand to make thrive again.

So it sold Myspace and who knows what tomorrow and Specific Media will bring.

All I can think of to say is what I wrote on Twitter yesterday when asked what lesson came from the Myspace debacle and what advice I would give to the new owners.

That would be: Don’t suck.

That’s a lot harder to do than it seems.

In any case, at least Timberlake makes really good music videos, as you will see below for his “SexyBack”:

With the mobile payments space rapidly heating up, we thought it would be a perfect time to add the person most responsible for that current disruption–Square CEO and co-founder Jack Dorsey–to the speaker roster at the ninth D: All Things Digital.

By the way, Dorsey is the same man who also invented a little thing called Twitter, the groundbreaking microblogging service–where he also now serves as Executive Chairman and now its product guru once again.

In other words, Dorsey is just the kind of person Walt Mossberg and I are thrilled to have onstage at D9–a perfect entrepreneur to talk about the innovative product vision that has made tech in Silicon Valley so powerful.

Dorsey started Square in 2009, after serving as CEO of Twitter until 2008. A software engineer by training, he previously worked as a programmer at a bike courier dispatch service.

Just this week, Square made news by launching a new cash register for merchants and a new mobile wallet for consumers to make paying for retail goods extremely easy.

This is a quick development from the start-up’s original Square dongle and app, which allows consumers to use their smartphone or Apple iPad to accept credit card payments.

Square has distributed 500,000 of these dongles, which click into the headphone jack, and has recently said it is processing $2 billion in gross payment volume per month.

The new innovations should increase that if they catch on and Square can best a plethora of competitors, including a new digital wallet entry by Google (whose Executive Chairman Eric Schmidt will also be at D9 onstage demoing it too).

As Tricia Duryee wrote about Square’s latest effort:

It starts with the user’s card case, which must be set up in advance with a user’s credit card information. From the card case, the user will be able to see the menu of the restaurant, cafe or spa they are visiting. Users can click to order. When they go up to the register to pay, the consumer doesn’t hand over anything but their name.

Consumers and retailers will have to believe that using Apple products can be as safe and secure as big enterprise-grade systems that everyone is accustomed to seeing.

Square will also have to go up against a ton of other providers coming down the pike, including solutions from [eBay's] PayPal and payment giants such as Visa, MasterCard and American Express.

The San Francisco-based start-up recently received an investment from Visa.

Given that the future of the massive, badillion-dollar industry is at stake, it should make for a great interview session at D9.

With only a week to go before the ninth D: All Things Digital conference debuts in California, we’re announcing the addition of Microsoft’s Steven Sinofsky to an already heavy-duty line-up of speakers.

One of the five Microsoft presidents–it’s kind of like the kingdoms in HBO’s “Game of Thrones,” but without big, clangy swords–he runs the flagship Windows and Windows Live division.

More importantly, Sinofsky is the guy who overhauled Office and then led the team that bailed Microsoft out of the Vista debacle.

The longtime company veteran–who joined Microsoft in 1989 as a software design engineer–will talk about the future of Windows in the era of all kinds of new devices and the cloud.

If you want to get some insight into his thinking, Sinofsky also wrote a book about the making of Windows 7–titled “One Strategy: Organization, Planning, and Decision Making”–that’s a very compelling read well beyond management wonk types.

We expect Sinofsky to be just as interesting onstage at D9 too, along with other top tech and media speakers including Google’s Eric Schmidt, Bob Iger of Disney, Silicon Valley legend Marc Andreessen, Netflix’s Reed Hastings and more.

Late last month, BoomTown posted about a huge venture funding effort by the high-profile and even more highly designed social media reading app for the Apple iPad, Flipboard.

Today, its co-founder and CEO Mike McCue confirmed the $50 million round at an eye-popping $200 million valuation, in a wide-ranging interview at the start-up’s Palo Alto, Calif., HQ.

“We’re obviously thrilled, because we think it confirms our focus that people want a beautifully designed way to interact with content and to share it,” he said. “And there is a lot more to come–on a scale of one to 10, we’re just at a two or three.”

The bulk of the new second round of funding–Flipboard had previously raised $10.5 million–came from New York-based Insight Venture Partners.

Insight’s Jerry Murdock said in an interview that he was excited about the idea of “social endorsement” that Flipboard was pioneering.

“We back great entrepreneurs and Flipboard is that and also in an obviously unique position to solve a problem of media consumption in the digital age,” he said. “The sky is the limit. Or more precisely it is the best environment to consume curated real-time content for Twitter and Facebook, because of the user experience and social endorsement integration with the content.”

Insight is also an investor in Twitter.

Also stepping up in the new Flipboard round is Comcast’s venture arm, as well as previous investors, including Kleiner Perkins, Index Ventures and a spate of well known angels, such as Twitter co-founder and product guru Jack Dorsey, Facebook co-founder and Asana dude Dustin Moskovitz, the ubiquitous Ron Conway, actor Ashton Kutcher and the investment company of former News Corp. exec Peter Chernin.

“From a Comcast perspective, we’re intrigued with Mike and what he’s doing with content aggregation,” said Amy Banse, Comcast Interactive Capital’s new head. “We think we can learn from him and he from us.”

Co-founded by longtime entrepreneur McCue (Netscape, Tellme) and former Apple iPhone engineer Evan Doll in January, Flipboard launched to much attention in July.

The elegant Flipboard–which McCue recently told me in an onstage interview at the South by Southwest conference in Austin had zero revenues thus far–has changed the game on the consumption of social media.

Its innovative social magazine concept is attempting to make the social networking universe more accessible, consumable and, perhaps most importantly, visually arresting via its rich app.

Essentially, Flipboard pulls information from media RSS feeds and sites such as Twitter and Facebook data streams and then reassembles it in an easy-to-navigate, personalized format in a mobile tablet touchscreen environment.

In its current offering, there are pull-quotes, photos, videos, status updates and even the first paragraphs of linked-out content. There is also the ability to comment and share, as if one were on a social networking or microblogging site.

McCue said the new giant pile of cash will be used to increase its 32-person staff to about 50, international expansion, small acquisitions and more product development on more platforms.

The next in the arena will be the iPhone version of Flipboard, said McCue, followed by one for the Google Android mobile operating system eventually.

Left unsaid, of course, was the need for funding to fight the likelihood of increased competition in the hot space for delivering both professional and social content to consumers on a wide range of devices.

Rivals are varied, such as Silicon Valley’s most adorable news reader start-up Pulse and also Zite, a news reader which was recently sued for copyright infringement by a group of major publishers.

There are bigger potential players, such as Google, which is trying to find various ways to move into the social space.

In fact, said several sources, Google and others have made acquisition approaches to Flipboard, which has instead opted for raising more funding and staying independent for now.

McCue declined to talk about that, but did note that he is not surprised by publisher interest, especially of the worried and wary kind, in the arena.

“Anyone not respectful of others’ content is going to get in that kind of trouble,” he said, noting Flipboard has struck deals with 17 big publishers so far, including this morning’s announcement about a partnership with Oprah Winfrey’s and Discovery’s OWN cable network. “There is not one half to this equation.”

Right now, the Flipboard app is free and the business plan is advertising and some possible subscription scenarios.

McCue said advertising will be the key to Flipboard’s business plan in the future, although it’s not clear if the company will ever sell advertising itself.

Rather, it will partner with publishers seeking better distribution in the explosive tablet and smartphone market, where Flipboard has been gaining traction quickly.

But until that is sorted out, there is now $50 million more in the Flipboard kitty to figure it all out.

“With this funding, we can grow at the right pace and have a lot of flexibility to get the product right,” said McCue. “And, that’s the most important thing.”

Meted out by France’s Commission nationale de l’informatique et des libertés, or CNIL, the sanction is the agency’s highest ever and the first penalty levied against Google for data collection practices that have drawn complaints from dozens of countries.

According to the CNIL, though Google pledged to erase all the private data it collected, it “has not refrained from using the data identifying Wi-Fi access points of individuals without their knowledge.” Worse, the company continues to collect data on Wi-Fi access points via smartphones accessing its Latitude service, without clearly disclosing that to Latitude users. And, as it has done in other countries, Google refused to grant access to software used to harvest and store the information or an interview with the “rogue engineer” it claims is responsible for the whole debacle.

Google, of course, continues to play the penitent. “As we have said before, we are profoundly sorry for having mistakenly collected payload data from unencrypted WiFi networks,” Google’s Global Privacy Counsel Peter Fleischer said in yet another variation of the same statement the company has been issuing for nearly a year now.

PREVIOUSLY

• Lawmakers Would Like a Word With Google’s “Rogue” WiSpy Engineer
• Connecticut Won’t Press for Google WiSpy Data, Looks to Settle
• Well, Hell, If I Knew All I Had to Do Was Seize the Hard Drives…
• Look, Sergey, a Christmas Card From the Connecticut AG! Wait…
• Google Street View Privacy Debacle Far From Over
• FTC Closes Google Street View Probe
• Google CEO Apologizes for Street View Schmidtstorm
• Google CEO’s Advice to the Street-View Shy: The Video
• Schmidt: Don’t Like Google Street View Photographing Your House? Then Move.
• Mr. Schmidt, There’s an Inspector Lestrade on Line One
• State AGs to Probe Google’s “Deeply Disturbing Invasion” of Wi-Fi Data
• No Harm, Big Foul: Google Intercepted Passwords and Email Extracts
• Germany Questions Google’s Data “Mistake”
• Google Street View Cars Collected Wi-Fi User Data for Three Years

Caryn Marooney (pictured here), the co-founder of one of Silicon Valley’s premier tech communications firms, OutCast Agency, is joining Facebook to lead its tech public relations strategy.

Facebook said Marooney is joining the social networking giant in a newly created position as director of technology communications.

That means she will be in charge of outreach to the technical community, Facebook said, including “our product, platform, infrastructure, and technical recruiting communications–to reach developers, engineers, technology influencers and bloggers who write about our products and technology strategy.”

“Caryn’s experience extends beyond technology communications and I’m delighted that we’ll all have the opportunity to draw on her wisdom and insight,” said Facebook global communications chieftain Elliot Schrage.

Marooney has actually led the Facebook account for OutCast, which she and Margit Wennmachers built and sold to Next Fifteen Communications Group in 2005 for over $10 million.

Marooney said in an interview today that she felt the firm was in good hands with its current team of top managers.

“The opportunity at Facebook was too good to pass up,” she said. “It’s an exciting new challenge.”

Indeed, the social networking giant is preparing to go public within the next year and will need an even stronger PR team for that task.

Marooney follows Wennmachers to a company they served as outside communications advisers. Wennmachers joined the high-profile Andreessen Horowitz venture firm last year to work on marketing strategies with companies in which it invested.

BoomTown is swanning around Los Angeles today, so it seemed apt to post this amazing video, in which one of its movies was made real in the skies.

That would be Disney-Pixar’s animated gem “Up,” in which a house was carried away by balloons.

The National Geographic Channel replicated that film;s iconic theme in real life for a new television cable series called “How Hard Can It Be?”

Hard, as it turned out, but still doable. It required a cluster of 300 helium-filled weather balloons to lift a 2,000-pound house–along with a lot of engineers and other smart folks.

The house sailed for about an hour, 10,000 feet up, which–for some reason, as goofy as the effort was–made my heart fly too.

Enjoy:

In another significant search announcement yesterday, Google said it was revising its algorithm to target makers of low-quality content.

The search giant has been criticized by many of late for the presence of too much spam in its results, which degrades the consumer experience on the powerful site.

Thus, “pretty big algorithmic improvement to our ranking–a change that noticeably impacts 11.8% of our queries,” said Google in a blog post.

The company continued:

“This update is designed to reduce rankings for low-quality site–sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.”

Who Google is aiming at is unclear–some point to Demand Media, whose top exec recently said the content company welcomed any improvements to the search results in its recent quarterly call.

“We consider ourself very white hat,” declared CEO Richard Rosenblatt, who has often touted the Demand’s good relations with Google, to a question from a Wall Street analyst about the series of recent declarations by Google to clean up its search results.

That was further underscored yesterday.

Interestingly, the Google post about the changes, titled “Finding More High-Quality Sites,” was authored by Google’s Amit Singhal and Matt Cutts–who have cut a high profile of late in the search arena.

Both Singhal and Cutts were quite vocal recently in loopy accusations about Microsoft’s Bing lifting Google’s search results.

And Cutts has been a frequent visitor to Washington, D.C. of late, to defend Google over its controversial acquisition of the ITA Software flight information company, as well as its search ranking process.

At a January 13 meeting, in an email obtained by BoomTown, Cutts was the draw:

Please join us!

You’re invited to learn

How Google’s Search Engine Works

Myth-busting and Q&A for House/Senate staff members

with

Matt Cutts

Principal Search Engineer, Google

Thursday, January 13, 2011

2:30 – 3:30 PM

House Visitor Center Room 201

How does Google’s search engine really work? Can websites pay Google to improve their ranking in Google results? What’s the difference between the “natural” results and the ads on the right hand side? And why does a particular website rank #1 or #3 when you do a Google search for your boss’ name? You’re invited to join Matt Cutts, one of Google’s top search engine engineers and the company’s ambassador to webmasters for a session on Capitol Hill where Matt will explain how Google ranks websites, address common myths about Google’s search results, and answer your questions. Please join us!

In another invite, low-quality content was the topic:

Matt Cutts is one of Google’s top search engineers who heads up the team ensuring that spam and low-quality sites don’t game search results. He is going to be here in DC to talk with folks around town about some of the recent calls for government to police or regulate the “fairness” of search results. Matt is a bit of a rock star in the search world and spends a lot of time speaking and blogging about these issues. Basically he’ll talk about how Google goes about ranking websites, how his team fights webspam, and he’ll provide a closer look at sites like Foundem and MyTriggers (who have filed antitrust actions against Google).

Finally, he’ll talk about the recent calls by some for Google’s search results to be regulated.

Perhaps I’m being cynical, but the noisy search algorithm changes, while welcome to those using Google, also have a pretty clear goal to burnish the Silicon Valley company’s image.

Please see this disclosure related to me and Google.

“Google has played an enormous role in advancing the Internet as we know it today, but Americans have a right to know the relative facts of its Wi-Fi data collection activity known to U.S. consumers, regardless of whether the FCC finds a technical violation of the law,” the letter reads, noting that a handful of probes by state attorneys general has yet to yield access to the consumer data Google harvested or an interview with the “rogue engineer” the company claims is responsible for collecting and storing it.

“Nine months after Google first admitted to collecting this data, we still don’t have answers as to how this privacy breach was allowed to take place and how many Americans were affected, let alone a credible assurance that it will not happen again,” it continues. “The lack of progress in this investigation is concerning, particularly in light of the progress made by authorities in other countries.”

And that’s a valid, and troubling, point. South Korea recently analyzed the harvested consumer data; why can’t the United States do the same? And how is it possible that the FTC concluded its investigation into this matter without talking to that rogue engineer?

“A serious inquiry into this matter requires a hearing from the engineer that Google claims is responsible for the data collecting activity. Google’s Street View Vehicles captured and stored over 600 gigabytes of data. It is difficult to understand how just one individual could have been responsible for a data collection operation of this scale.”

PREVIOUSLY

• Connecticut Won’t Press for Google WiSpy Data, Looks to Settle
• Well, Hell, If I Knew All I Had to Do Was Seize the Hard Drives…
• Look, Sergey, a Christmas Card From the Connecticut AG! Wait…
• Google Street View Privacy Debacle Far From Over
• FTC Closes Google Street View Probe
• Google CEO Apologizes for Street View Schmidtstorm
• Google CEO’s Advice to the Street-View Shy: The Video
• Schmidt: Don’t Like Google Street View Photographing Your House? Then Move.
• Mr. Schmidt, There’s an Inspector Lestrade on Line One
• State AGs to Probe Google’s “Deeply Disturbing Invasion” of Wi-Fi Data
• No Harm, Big Foul: Google Intercepted Passwords and Email Extracts
• Germany Questions Google’s Data “Mistake”
• Google Street View Cars Collected Wi-Fi User Data for Three Years

Head on over to teachparentstech.org and you’ll find a little Web form, shrouded in faux brown paper, where you can assemble your virtual tech-support care package.

After selecting to whom it should be addressed, you can pick from about 50 very short videos to attach to the message that the form creates. The videos feature fresh-faced Googlers in brightly colored shirts using plain English and screen-capture video to explain how to do things like resize a photo, use Google chat, get driving directions or find the nearest pizza place.

And the tech subjects seem to be pretty expertly selected as well (we’ve been asked to help our parents on more than a few of these specific problems).

After selecting a salutation, the videos you want to send and an appropriate closing remark, the form spits out a page that can be forwarded to the email of the desired tech noob.

We spoke with Jason Toff, a product marketing manager at Google and the informal leader of teachparentstech. He said that the project was built on the 20 percent time Google gives some staff members to work on separate projects outside of their assignments, and that it was really born out of a need found among his youngish Googley colleagues.

“The idea of parents needing tech support around the holidays really resonated with our core group of about six people. We just sent some emails out to some internal list serves expecting to get a lukewarm response, and over 50 people responded wanting to be in videos explaining some simple tech,” Toff said during our phone call.

Toff said there weren’t any other plans to build out additional products on the teachparentstech domain right now, but he’s hoping to see how this first thing goes and learn from it.

The site went live as of about 9:30 PT this morning and by noon had sent out over 3,000 virtual care packages.

The one pro tip we got from Toff was that if you care to see all the videos available, maybe to do a power-training session, you can head to teachparentstech.org/watch where all the available videos are displayed together.

Now, if only Google would buy up santagr.am and santatracker.com, our very Google holiday would be complete.

In a note published on his Facebook profile, Agarwal said:

I am extremely inspired by the changes that Facebook has affected throughout the Internet ecosystem and how it has changed user expectations about great products. Our Platform has created a unique set of opportunities for building products on the foundations of the social graph. It will be the cornerstone of many future disruptions, some of which I hope to accelerate.

Agarwal’s projects have included Facebook newsfeed, search, ads, user commerce and services infrastructure. He said his last day would be Dec. 3.

Facebook spokesperson Larry Yu said via email, “After nearly five-and-a-half years, Aditya Agarwal has decided to leave the company. Aditya has been a key contributor since Facebook’s early days and while he’ll be greatly missed, we wish him all the best as he considers his next adventure.”

Agarwal did not specify what his next project will be. His wife, Ruchi Sanghvi, was Facebook’s first female engineer and left the company in August. (The two joined Facebook as a couple in mid-2005 after graduating from Carnegie Mellon.)

Agarwal is not Facebook’s only director of engineering; others with that title include Andrew “Boz” Bosworth and Robert Johnson.

Facebook has given employees the option to cash out some of their shares through secondary markets, and plus, early members of the team have at this point just been there a long time. Meanwhile Facebook has put new people, both hires and acqhires, in charge. As I wrote in a feature for GigaOM a few months ago:

Staying at a tech startup for more than four years–the default stock option vesting schedule–is a rare thing, but it seems notable that at 6-year-old Facebook, many early and influential employees have moved on, several of them recently. Facebook is an unusual employer, having been incredibly successful while steering clear of the public markets longer than expected. Employees who leave are often emboldened by their work on such an influential and widely used product, and want to start their own companies. Others are burned out. Still others feel stifled by the company’s management structure.

Although it’s obviously hard to see your comrades leave, Facebook CEO Mark Zuckerberg had an interesting and somewhat counterintuitive explanation for the stream of people leaving the company in an interview he gave about a year ago:

“We’re not pretending we’re building a company that hackers are going to want to work at forever,” Zuckerberg said, pointing to former employees like Steve Chen (who stayed at Facebook for only a short time before starting YouTube). Zuckerberg added his hope was to build a place where people could learn to build high-impact products–”a great hacker institution in the long term.”

Please see the disclosure about Facebook in my ethics statement.

The search giant has 2,076 job openings, as tabulated in a story by Reuters last night. It has acquired more than 20 start-ups this year, it’s giving all employees a 10 percent raise and it’s still adding search market share–even if only measured in tenths of percentage points. The company is even building a new 1.2-million-square-foot corporate campus in Mountain View, Calif., that is to include housing. Google now has more than 23,000 employees. It’s currently adding about 100 people per week, said a source.

But it’s an awkward time at Google, where a group of employees can leave, create a start-up and come back two years later through an acquisition with $50 million in their pockets. And the stories about competitive hiring wars with Facebook just keep getting more fantastical.

According to a source, a Google engineer recently ended a counteroffer war with Facebook by accepting $6 million worth of Google stock to keep her job there. Apparently she was not in a senior role at Google, but part of what made her so coveted was the fact she’s a female engineer. And this was Google’s second counteroffer after she had already told them she was going to Facebook.

At this point, Facebook (narrowly) has fewer employees than Google has job openings.

Google needs to find a way to foster its employees’ entrepreneurial desires and talents. The promise of exponentially growing stock options versus a simple raise still tempts many people.

Part of why Google needs to “get social” so badly isn’t just on a product or market level, but to impress its own employees. At a place where the top management is firmly ensconced and immutable, younger employees, especially, say they are turned off by their bosses’ lack of social media savviness on a personal level. It’s clear that tomorrow’s tech leaders are already blogging, Tweeting and Facebooking, so why are today’s leaders still resisting?

Here’s a quick tally (tell me if I’m getting any of these wrong): Eric Schmidt has a Twitter account that he updates every week or two, mostly to promote Google stuff. Sergey Brin’s last blog post and Tweet were both in January. Larry Page doesn’t seem to do much of anything personal or professional online; there’s not even a LinkedIn account or a Google Profile that I can see. Marissa Mayer seems to be the most active high-profile Google exec on Twitter, and actually responds to people there, as well as syndicates some Foursquare updates. As for the folks leading Google’s social stuff: Vic Gundotra’s last Tweet was in May. Bradley Horowitz isn’t blogging much anymore, and his last Tweet was a month ago.

Please see the disclosure about Facebook in my ethics statement.

Sugar’s appointment grows Apple’s board back to seven members, following the death of Jerome York earlier this year.