A lot of entertainers have been using the Web increasingly to promote upcoming material, so it comes as no surprise that the Jonas Brothers have turned there aggressively to do a countdown for their latest music release.

The new album, which is inexplicably called “Lines, Vines and Trying Times,” is set to debut next week on June 16.

Thus, the pop trio have been doing a lot of online promotions, such a live Facebook Webcast on their fan page today at 5 pm PDT.

And they are also posting a lot of original online videos, especially at their YouTube channel.

Unfortunately, the digital hawking includes the one below, which is due to some fan request that has landed Joe Jonas in spike heels and a leotard, doing a bizarre dance interpretation of Beyoncé’s infectious and very viral music video, “Single Ladies (Put A Ring On It).”

After that video soared last fall, a lot of fans did their own versions, including a very funny spoof by Justin Timberlake, essentially doing the same gig as Jonas (except funny).

But, you be the judge.

Here are all three: Beyoncé in the original, TImberlake in the spoof (a bad version–sorry) and Joe Jonas in, well, it is hard to describe:

There will be a lot of different reactions to the first of Microsoft’s newest series of commercials, featuring Founder Bill Gates playing straight man to comic Jerry Seinfeld.

Set up as a discount shoe-buying skit, Seinfeld helps Gates purchase a pair called “The Conquistador,” and for some Seinfeldesque reason, it’s churros all around.

Actually, it feels a lot like the frequent and excellent Microsoft internal spoof videos Gates does with various celebs.

I have always liked them a lot and I like this one too, as it is quirkily charming (or is it charmingly quirky?).

But I am not sure the Gates-Seinfeld kibitzing will really get a lot of people talking about Microsoft (MSFT) products, as is the marketing goal.

And they surely are no where near as spot-on as Apple’s famed PC-Mac guys commercials, which are memorable and witty and deliver the message that Apple (AAPL) products are better.

What might be more effective, of course, at least in the Internet arena, is for Microsoft to get off the stick and lay out its next Web strategy clearly, especially in the wake of its failed attempt to acquire Yahoo (YHOO), and name the digital chief it said it planned to.

Several sources with knowledge of the situation expect an internal choice to helm the part of the business that was run by former Microsoft exec Kevin Johnson, who left after the software giant’s bid for Yahoo failed.

Although an external star coming in would be CEO Steve Ballmer’s top choice, I would guess, top internal contenders are Brian McAndrews, who came to the company via its $6 billion aQuantive acquisition, and longtime exec Yusuf Mehdi, who was Johnson’s strategy guy.

(BoomTown votes for a combination of both to make it extra complex!)

In any case, if it is serious about taking on rival Google (GOOG) in the online ad space and becoming at least the No. 2 player in the market, Microsoft has to move sooner than later and definitely much faster and it has a lot of options.

With Yahoo’s stock circling the drain, closing yesterday at $17.75, will Microsoft think about another bid for even a part of the Internet company?

Or will it try, as it claims, to get truly serious about building its business organically with programs like Live Search cashback, a deeper focus on vertical search improvements in places like video, images and mapping, and more content on its MSN sites?

Or should it be aggressively looking around for other properties to purchase to bolster its Web assets, such as the company that owns the Ciao price comparison and online shopping sites in Europe, for which it just forked over $500 million?

Of course, Microsoft will likely keep trying all of these, although I hope not in the muddling way it has behaved for far too long.

Johnson was entirely right in his internally controversial concept that being one of the top players on the Web is key to Microsoft’s future, even more than its lucrative Windows software hegemony.

(If you want to read an interesting take as to why, don’t miss New York Times columnist Joe Nocera’s “Does Windows Still Matter?” post yesterday).

And with Google’s new foray into the browser business this week, Microsoft surely has to be certain that it does not lose in the one place it does dominate.

In other words, Microsoft has a lot of work ahead of it, well beyond amusing us with Gates doing a thankfully hands-free adjustment of his boxer shorts.

In any case, you should see that, so here’s the first Gates-Seinfeld commercial:

BoomTown is back from a seasick cruise vacation in the wilds of Alaska–official sightings: lots of icebergs, 16 glaciers, a passel of jellyfish and starfish, four lumberjacks, three orcas, two seals, one otter, no moose or bears and, yep, one Republican Vice Presidential candidate’s lovely house in Juneau–just in time for school.

Or, more precisely, a little schooling for some of the tech companies that I cover in a mildly obsessive-compulsive manner.

All of them, I predict, are in for a news-filled fall.

That’s right, more Facebook employee hijinks! More BMOC-battling between Microsoft and Google! More Yahoo trying its hardest not to look like so much of a loser (Keep trying, Jerry–release your inner head cheerleader!).

Thus, here is a rundown of what to expect and also what some of those companies need to focus on over the next several months.

YAHOO: Simply put, time is running out for the languid stylings of Yahoo (YHOO) management, whom I hope have been ferreting away since the controversial annual meeting at the start of August on a plan to jack up revenues and profitability and pronto.

Unfortunately, many employees I have talked to recently still report a disturbing lack of urgency on the part of the company, whose stock has sat too close to $19 a share for too long now.

But, as many have previously observed, Yahoo CEO Jerry Yang has only a few months to prove he can light a fire under the company and be the leader he has so often promised he can be.

Job one: Cuts, cuts and more cuts is my guess to get Yahoo more focused on its core businesses–content aggregation and display advertising.

After that, it’s wishin’ and hopin’ the outsourcing online ad search deal with Google starts in October as expected and actually yields significant results.

If it does not, it’s bottoms up for the current regime.

MICROSOFT: Is it too much to ask that one of the most powerful tech companies on the planet, with tens of billions of dollars at its disposal at any one time, with enough innate aggressiveness to scare a hungry bear away, and with a legion of techies the size of the a small army, to settle on a truly successful Internet strategy after–oh, let’s count–more than a decade?

But, hey, I’m just asking.

Microsoft (MSFT) must, first of all, pick a digital chief, which it promised to do after the departure of longtime exec Kevin Johnson.

That was almost six weeks ago, but what with summer vacations, moving with due speed must be tough. (BoomTown’s bet is that Microsoft execs Brian McAndrews or Yusuf Mehdi are most likely to get the nod, as outsiders have had a harder time fitting in.)

Then the company has to decide its overall strategy to make big moves in the online ad and search space, where Microsoft is a very small player as a distant No. 3 to market leader Google.

Also, there is this annoying new parry by Google (GOOG) in the browser space, where Microsoft reigns, and the inroads being made by Apple (AAPL) in the personal computer (and, most critically, consumer mindshare) space.

Also, pick an online brand, once and for all, please. Live? MSN? MSN Live?

GOOGLE: Oh, aren’t those sprites over at the Googleplex so clever by releasing information about Google’s new browser, called Chrome, in comic book form?

Look, I am not a sourpuss, and I like the comic book.

But the company might be too clever by a half these days, I would say, if it does not show it can perform in other arenas with as much oomph as it does in its core online search ad business.

Of course, that’s kind of like saying five years ago that Microsoft better find a business as good as its lucrative Windows franchise.

But today the writing on the wall makes it more clear that the software giant is under siege, as never before, on multiple fronts.

While Google now mints money and has become scarily powerful in its grip over the entire Internet economy, I think it is only a matter of time before increased government scrutiny, worried competitors and partners, and a simple matter of corporate inertia and innovation exhaustion start to take some shine off of Google’s chrome (pun intended).

I still expect Google to keep on trying out its various schemes, from green tech to energy to–who knows?–space travel.

Nonetheless, Google must be careful as it grows not to step on too many things, including its own oversized feet.

Of course, the whole company will probably have blasted itself off to the planet it came from or will have replaced the human race with pods before any trouble starts.

But it is not so hard to imagine future life for Google will not be as side-splittingly hilarious as it is today.

FACEBOOK/MYSPACE: There are three basic issues for both companies, which are like the Goofus and Gallant of the social-networking world (and I am not saying which is which, either, because they are ever-changing).

First, there is the question of how much more they can grow their market share. While Facebook has been on the tear over the last year that MySpace was on the previous year, both desperately need to expand internationally and quickly to keep up those growth rates.

In addition, innovation of features and offerings remains paramount if the pair are to keep audiences currently using social networks interested and engaged.

(I know I am not as enamored with either as much as I previously was as a consumer, although I am, in Internet terms, 463 years old.)

Facebook just released a new platform and design and MySpace is about to unveil what looks like an interesting music service, but it’s an ongoing arms race to be sure.

More importantly, both must begin to turbocharge the social-advertising market in innovative ways and really start making some serious dollars.

While MySpace and Facebook are relying on guaranteed ad deals with Google and Microsoft, respectively, less and less, as they should, both must build substantial ad businesses for the long term.

That, of course, is the key issue. One distinct possibility for either or both is a sale or IPO (Facebook) or a spinoff (MySpace).

AMAZON: I have not studied the online retail powerhouse as closely as I used to (but I will be doing that this year, as promised).

Still, here is my thimble-sized take so far:

Love the Kindle e-book reader, think it is innovative and headline-grabbing, but it is simply not a huge or very profitable business at this juncture.

I am more interested in how deeply, quickly and profitably Amazon (AMZN) can push into the much larger business of digital distribution of all kinds of content.

Also, how it can even more efficiently sell more physical products. First and foremost, Amazon is a retailer, and how well it sells is what makes it successful.

WEB 2.0: Well, there are 3,265 Web 2.0 companies out there with valuations of $500 million.

Okay, I exaggerate. It’s 2,730.

All these cannot sell to the big boys. All cannot live by advertising revenues alone. And all these cannot become real, standalone businesses, although many can.

In other words, shakeout!

Thankfully, since few of these companies have been able to go public, as in the Web 1.0 era, it will be the venture investors who suffer (not the venture capitalists, of course, who always get paid).

It will be very interesting to see how it does shake out though, as there have been some really terrific and innovative ideas to bubble up from start-ups in this cycle.

Still, make no mistake, it is a cycle and the wheel always, always turns round.

But no matter the karma to come, let’s keep in mind the singing messages from one of the wisest movies ever made–which, it goes without saying, people, is the original “High School Musical”: We’re all in this together.

OK, this is not true of the blogosphere in any way whatsoever because we just love a good fight and carnage. But all you techies are just like one big rollicking high school.

To remind you, here is a video of the whole gang from “HSM,” including the pure genius of Ashley Tisdale as Sharpay, singing “We’re All in This Together.”

(And even better, the trailer of “HSM3: Senior Year,” which comes out–psyche–Oct. 24, below it.)

(And a big shout-out to Louie Swisher, who heads to the big time of first grade today. For my six-year-old start-up, I predict a thrilling year of reading, writing and ‘rithmetic.)

Please see this disclosure related to me and Google.

Kevin Johnson (pictured here), the point person for Microsoft’s failed bid to buy Yahoo, is leaving the company to run Juniper Networks.

As the president of its Platforms and Services Division, the smooth Johnson has been trying, without much success, to beef up the software giant’s efforts in the Web space, especially in the online advertising arena.

He and Microsoft have had a little problem with that, largely due to an immovable object called Google.

In an attempt to make an end run around the search behemoth, Johnson led Microsoft’s attempt to take over Yahoo, the #2 player in the search and search advertising space.

The six-month effort, according to many sources at Microsoft, has led to a great deal of unrest at the company, including ire aimed directly at Johnson because of his perceived influence on CEO Steve Ballmer.

That got worse as Microsoft’s various tactics to grab Yahoo and later just its search business have failed again and again.

In truth, Johnson’s strategy of using Yahoo as an “accelerant” has been a sound one, playing to Microsoft’s strengths.

It includes a focus on servers (muscle), software (technology) and scale (bigger is better) that is tailor-made for giant like Microsoft, which must both jumpstart is long-suffering online services business and also keep its powerful Windows brand from weakening.

Microsoft’s recent Vista version of Windows has not been well-received, despite Microsoft’s claims that it is a success.

The company is now currently working on its roll-out of the next operating system, Windows 7. It will include touch technology and also be more integrated to its Live offerings.

In a memo to Microsoft troops today, Ballmer wrote: “The success of Windows is our number one job.”

At the same time, Microsoft has been trying to improve its online business, especially in search and display advertising. But its market share in the search market, for example, has persistently stayed under 10 percent.

Over the last year, Microsoft has tried to move forward via acquisition, such as its $6 billion purchase of online ad marketing firm aQuantive last August. It has also introduced new search innovations like a cash-back program.

But, most of all, it has zeroed in on Yahoo, which has a share in the mid-20s, in order to give it a better chance to compete with Google, the dominant market leader.

After first trying to buy Yahoo in a bit of a ham-handed manner, it turned to a plan to buy its search business.

That proposal has been rejected by Yahoo twice as not good enough for a variety of reasons, some better than others.

The hubbub sent Yahoo into the arms of Google, with which it struck an outsourcing ad search deal, which has attracted a lot of controversy, but will likely go forward.

Welcome to Microsoft’s nightmare!

With archrival Google allied with Yahoo, Microsoft has succeeded in burnishing its image as a Web also-ran and still has an uncertain path to change that.

What Microsoft will do next is unclear, as it now probably has to focus on getting its own house in order, before facing outward again.

To begin, the company said, Johnson’s large unit–which includes the powerful Windows division, as well as the online services business–will be reorganized into two parts.

The Windows and Windows Live online service will be one part and other will be made up of online advertising, search and MSN.

Perhaps in a sign to its troops and Wall Street–Microsoft’s stock has been swooning of late, due to its recent disappointing results–CEO Steve Baller will take over the Windows unit.

Reporting to him will be SVPs Steve Sinofsky (engineering), Jon DeVaan (development) and Bill Veghte (business).

Microsoft will search for a new head of its online business, who will also report directly to Ballmer. Until then, SVP Satya Nadella will run search, MSN and ad platform engineering efforts and SVP Brian McAndrews will continue to lead the Advertiser and Publisher Solutions Group.

Hey, Jerry Yang is looking pretty stable in comparison right now, doesn’t he?

Please see this disclosure related to me and Google.