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The State of the Union Meets Crowdsourcing

Crowdsourcing is getting a place on mainstream America's map of emerging technology, thanks to a Mozilla project that is incorporating its use in President Obama’s annual state of the union address this week.

Tuesday's State of the Union Address from U.S. President Barack Obama will include crowdsourced captions and subtitles provided by citizens around the world via new web tools from Mozilla and the Participatory Culture Foundation.

The event marks the launch of "Open Election 2012," a new partnership between Mozilla, PBS NEWSHOUR, the Corporation for Public Broadcasting and Participatory Culture Foundation.

Open Election 2012 will showcase how new open web technologies and citizen participation can make election coverage more accessible to diverse audiences, and provide new ways to engage with the news.

A Mixed Performance

Crowdsourcing is a process that has intrigued brand since it became popular. However the results it delivers, at least in a marketing campaign, have proven to be mixed.

Brands performing crowdsourcing via social networks have experienced positive results—but the practice has also backfired, according to WaveMetrix. It has found that brands with an established fan base and brand image tend to get better results from social media crowdsourcing.

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