Attachment 2 - SAFPA Social Media Monitoring and Management Tool - SOW.pdf

UNCLASSIFIED

SAF/PAX

Statement of Work

Social Media Monitoring and Management Tool

7 April 2025

INTRODUCTION/BACKGROUND. The Secretary of the Air Force Office of Public Affairs (SAF/PA) is the principal staff director and advisor to the Secretary of the Air Force (SecAF) and Chief of Staff of the Air Force (CSAF) and Chief of Space Operations on internal/external communications (social media), and social media monitoring among other duties. In support of this mission, SAF/PA has a requirement for contractor support to assist in the execution of mission functions in the areas of communication management and social media assessment. Potential users, customers supplied, and audiences impacted by SAF/PA are located around the world. The contractor shall be responsible for providing the necessary web-based solution for tools to conduct public affairs social media monitoring and analysis, and graphic depiction of the information provided to SAF/PA. This support shall include social media monitoring of both US and international platforms, and to provide social media account management. Support will also include the ability to manage and monitor specific government social media sites and/or accounts. All data entered by or provided to the Department of the Air Force shall remain the property of the Air Force and will be returned if contract is terminated or not renewed.

This requirement is unclassified. The Government shall not utilize classified computers when utilizing the required software.

OBJECTIVE. The contractor shall provide SAF/PA all product services including materials and equipment, necessary to meet the following requirements:

Contractor shall provide a web-based solution tool that provides:

1. Social Media Account Management, to include:

1.1. The tool shall provide a unified internet-based, real-time enterprise social and digital media analytics, assessment, engagement, governance, management, monitoring, planning, publishing, reporting, and workflow service that supports, at a minimum, Bluesky, Discord, Facebook, Flickr, Instagram, LinkedIn, Reddit, RSS feeds, Threads, X, and YouTube.

Feeds need to have flexible capabilities that allow them to be added, modified, suspended, and removed by SAF/PA users. The service must be expandable to allow the addition of emerging social media platforms that become mainstream during the period of performance. The platform must be an enterprise solution that allows multiple SAF/PA accounts to monitor mentions during this period of performance and conduct unlimited complex searches and data calls using unlimited dashboards, accessed concurrently. Searches conducted (including Boolean searches) must have the ability save and pull real-time analytics as well as up to 1 year of historical data. The data must be exportable in a format usable to the government using government computers over the government’s unclassified internet infrastructure including but not limited file types such as PDF, Excel, PNG, PowerPoint, CSV, etc. etc.

1.2. In a unified system environment, at a minimum, the tool must support social media engagement and publishing on Bluesky, Discord, Facebook, Flickr, Instagram, LinkedIn, Reddit, RSS feeds, Threads, X, and YouTube by:

1.2.a. Supporting unlimited active and concurrent dashboards to manage inbound messages that the service can automatically categorize, prioritize, and route; to search by keywords and users; to take bulk actions across multiple columns; and to export inbound messages to Excel spreadsheets.

1.2.b. Supporting the planning of and collaboration on platform-specific campaigns, events, messages, and tasks using an editorial calendar that can apply filters based on accounts, campaigns, channels, dates, and statuses. The editorial calendar must be sharable and provide scheduled, email exports of the calendar using iCal, Excel, PNG, and PDF file formats.

1.2.c. Creating and sharing the editorial calendar with users who do not have seats/accounts via password protected external link(s) that auto-refresh.

1.2.d. Filtering the editorial calendar by, at least, account, campaign, channel, status, etc.

1.2.e. Importing content (messages, campaigns, sub-campaigns, or events).

1.2.f. Permitting users to create personalized/customizable calendar boards.

1.2.g. Modifying posts based on platform-specific differences such as character limits, hashtags, accounts mentions, etc.

1.2.h. Allowing SAF/PA users to recommend owned/organic and earned content.

1.2.i. Creating tasks to organize to-do items required on an asset to outline, assign action items, and track the progress toward completion from the asset task.

1.2.j. Storing content assets (i.e., audio, chat templates, documents [DOCX, DOC, PDF, XLS, XLSX, PPT, and PPTX formats], images [JPEG, JPG, GIF, and PNG formats], links, post/tweet templates, X cards, X feedback cards, and videos [MP4 format]) and editing images (i.e., crop, effects, shapes, text overlay, etc.) from a common asset library with unlimited storage. Additionally, the common asset library must allow the availability of content to be controlled based on start and expiration dates as well as status (approved, draft, and expired), and identify previously posted content that performed well based on engagement, reach, and other key performance indicators.

1.2.k. Generating transcripts to identify non-complaint words in image and video posts.

1.2.l. Restricting users from modifying content while publishing post assets.

1.2.m. Converting file types while downloading to tiff, png, bmp, mkv, mp4, and mov in various resolutions.

1.2.n. Annotate image assets within asset manager to highlight a part of the asset and mention users to share feedback.

1.2.o. Preventing users from uploading duplicate assets.

1.2.p. Requiring Alt Text to be entered when uploading imagery.

1.2.q. Adding closed captions in multiple languages to videos.

1.2.r. Customizing a video’s thumbnail by either selecting a frame within the video or uploading an image to serve as the thumbnail.

1.2.s. Enforcing customizable approval workflows based on user, user role, team, and triggers such as specific keywords. Workflows must notify designated users that content is ready for approval regardless of whether users are logged into the service using email and internal alerts.

1.2.t. Notifying users after content has been posted.

1.2.u. Cancelling/pausing all scheduled content in a single action.

1.2.v. Integrating into Google Analytics by appending links with UTM tracking codes and analyzing the data within the service.

1.2.w Building and deploying chat bots – at minimum for Facebook and X – that automatically detect intents regardless of spelling errors and nuanced language to automate routine tasks;

responds with pre-approved messages, responses, and FAQs; hands off to a human operator when necessary; and identifies/reports unanswered questions/messages that resulted in errors.

1.2.x. Researching social media communities (individual social media users/accounts) around SAF/PA-identified topics and influencers, as well as engaging with them.

2. Governance, management and workflow

2.a. The service must support, at a minimum:

2.1.a. Actions, filters, and rules to automatically route based on sentiment, influence, and keyword.

2.1.b. Audit trails.

2.1.c. Workflow automation that allows messages automatically tagged, routed, assigned to queues or create selective email alerts based on user-defined criteria, regardless of whether messages are from owned/organic platforms or earned mentions.

2.1.d. User roles

2.1e Allowing SAF/PA users to add, modify, and suspend listening and monitoring feeds without losing previously collected data from Bluesky, Facebook, Tik Tok, Instagram, LinkedIn, RSS feeds, Threads, Reddit, X, and YouTube.

2.1.f. Assessment features shall include customizable timeframes for day, week, month, quarter, etc.

2.1.g. Management of social media accounts shall include the ability to schedule posts in advance to publish on social media platforms for the Air Force, Space Force and its senior leader profiles.

2.1.h. The tool shall have the ability to set permissions for each user account and the ability to control what each user can actively manage, draft and post on each social media account, and offer multi-level authentication. The tool shall include a workflow management process for reviewing and approving social media account posts prior to posting.

2.1.j. The tool shall have a calendar function to manage scheduled social media posts and the ability for users to quickly visually discern between draft and approved posts.

2.1.k. The tool shall have an ability to task users, track posts and which user scheduled them. The tools shall have platform monitoring capabilities with the ability to create alerts for specific key words or search parameters for published content across the platform. The tool shall have the ability to assign custom meta tags to posts prior to publishing (also called labels) and assess posts with those tags as a collective category in post assessment functions.

2.1.l. The tool shall have a crisis function with the ability to pause and resume publishing for all scheduled posts at the same time. The tool shall have the ability to post on multiple platforms at the same time with the ability to use short URL capabilities.

2. Social Media Monitoring

3.1. The tool shall give SAF/PA the ability to monitor popular U.S. social media platforms include but not limited to Facebook, X, Bluesky, Threads, Instagram, Tik Tok, Reddit, YouTube, Forums, blogs etc., as well as popular international social platforms The tool shall be able to search using keywords, hashtags, handles and measure volume, key topics, impressions and influencers.

3.2. The tool shall be able to generate accurate evaluation, analysis and assessment of social media discussions on relevant topics. It shall have the ability to show graphic interpretation of the information gathered as well as can send the information to concerned parties.

3.3. The social media section shall be able to continually update measures of performance and effectiveness for social media coverage with the ability to see prominent social media influencers and how they affect the social media coverage.

4. Listening and monitoring.

In a unified system environment, at a minimum, the tool must support listening and monitoring by:

4.1. Allowing SAF/PA users to add, modify, and suspend listening and monitoring feeds without losing previously collected data from Bluesky, Facebook, Tik Tok, Instagram, LinkedIn, RSS feeds, Threads, Reddit, X, and YouTube.

4.2. Supporting thresholds and sampling quotas set by SAF/PA to manage the amount of data that is collected. Utilizes artificial intelligence (AI) to alert teams when there are anomalies in social conversations.

4.3. Providing real-time alerts regardless of whether users are logged into the service to include email and internal alerts based on mentions and triggers such as percentage change in engagement, sentiment, volume, etc; the service must automatically adjust alert thresholds based on system-observed patterns such as the day of the week and time of the day.

5. Assessments and analytics.

In a unified system environment, at a minimum, the service must support account management, assessments and analytics by:

5.a. Monitoring the conversation surrounding the U.S. Air Force and U.S. Space Force by tracking mentions, changes over time, and popular content (measured by views and interactions) across the internet, which can be filtered by platform and date/time frame.

5.b. Utilizes AI to automate the prioritization, categorization and routing of inbound messages on social media platforms, while detecting spam and inappropriate comments as defined in individual platform terms of conduct.

5.c. Measuring engagement, reach, and other key performance indicators of owned/organic and earned content.

5.d. Reporting analytics and assessments in unlimited, customizable and interactive dashboards, which accessed by an unlimited number of concurrent users.

5.e. Automatically identifying and tracking conversation drivers as well as advocates, detractors and influencers based on follower count, engagement/interactions, reach and other customizable criteria, and filtering and organizing by geography, keyword, platform, etc.

5.f. Analyzing engagement, geography, heat maps, keywords, participants as well as volume and the resulting impact.

5.g. Automatically measures sentiment, allowing manual adjustment to correct errors and optimize to correct differences in vernacular.

6. Reporting.

In a unified system environment, at a minimum, the service must support reporting by:

6.a. Supporting automated and manual, text-based and visual (e.g. charts, graphs, maps, and word clouds) reports that include, at a minimum, the analytics, assessment, and monitoring requirements that are identified in this statement of work, and the performance of SAF/PA-identified social media accounts (e.g. audience size, engagement, and reach)

6.b. Allowing the customization, editing, and modification of data sets and visuals.

6.c. Exporting – both manually and automatically (scheduled) – reports in CSV, Excel, PDF and PowerPoint at a minimum

7. Overall capability

7.1. Provide SAF/PA with at least 60 concurrent use accounts with the ability to increase that amount based on the needs of SAF/PA in increments based on funding. Concurrent accounts may be assigned to multiple individuals and organizational accounts with the ability to use it at their workstations worldwide.

The ability shall exist to expand concurrent-use accounts, with additional funding. There should be no restriction against organizational accounts.

7.2. The government shall have the ability to conduct an up to six-month test on new services by the contractor as new technologies emerge. At the convenience of the government the contractor shall provide these services at an agreed upon fee as an addition to the contract.

7.3. All online content provided by the contractor and the tool itself shall be accessible, downloadable and exportable to the government using government computers over the government’s unclassified internet infrastructure including but not limited to Excel, Adobe Acrobat, Word etc.

7.4. All data entered by or provided to the government shall remain the property of the government and will be returned if contract is terminated or not renewed. Contractor shall ensure security of government data.

7.5. All relevant data shall be stored in databases with online user-friendly interfaces, which is accessible to government representatives on an as-needed basis, 24 hours a day, 7 days a week.

7.6. The Government has unlimited rights to all deliverables of this task order to include intellectual property rights.

7.7. Documents, data files, reports, correspondences, and all other documents and writings, together with any charts, graphs, tables, illustrations, photographs, images, and other illustrative, explanatory, and historical documents related thereto or independent thereof, regardless of the medium (or media) by which they were produced, preserved, stored, or created in connection with or for purpose(s) of work performed under this PWS and contract, are property of the Government and shall be delivered to the COR within two business days of the date of request.

7.8. The Contractor agrees to assume responsibility for protecting the confidentiality of Government records, which is not considered public information and may be exempt from disclosure under the Freedom of Information Act (FOIA) or the Privacy Act of 1974. The Contractor shall not release any information related to this contract to the public, the media, or other unauthorized persons or organizations unless the Government has conducted the appropriate security review and granted written approval.

7.9. The Contractor will be provided Non-Disclosure Agreement (NDA) documentation with the contract award. Each Contractor or employee of the Contractor that supports this contract in any form shall submit a signed NDA.

7.10. The contractor shall provide initial training and follow-up training on an as needed basis. This includes for new accounts and for changes in government personnel. It also includes ongoing consultation to assist in specific tasks and complete training on the use of the tools or provision of products via in-person seminars or web-based training.

8. Customer Support

8.1. The contractor shall provide 24/7 customer support for users assigned an account through this contract.

8.2. An Air Force account representative or a designated substitute shall also be available during normal duty hours, for any government user assigned an account.

8.3 The contractor shall provide initial training on the tool in-person or via web-based video communication with a live subject matter expert to all users as well as maintain on-demand training resources.

Note: The Government reserves the right to inspect or test services that have been tendered for acceptance. The Government may require re-performance of any nonconforming services at no increase in contract price. If re-performance will not correct the performance issue or is not possible, the Government may seek an equitable price reduction or contractual processes will begin to terminate the contract. Past performance history will be reported in CPARS to reflect satisfactory or unsatisfactory performance.

9. Product Services Summary:

9.1. The contractor’s product service requirements are summarized into performance objectives that relate directly to mission essential items. The performance threshold briefly describes the minimum acceptable levels of product support service for each requirement. These thresholds are critical to mission success.

Contractor must provide initial and ongoing training. Contractor shall be available to assist Air Force personnel who have questions during duty hours.

PERFORMANCE OBJECTIVE PERFORMANCE THRESHOLD

(1) Contractor successfully meets requirements of tasking and resolves discrepancies within designated period.

Contractor receives less than 2 customer complaints/contract discrepancy reports for the contract period of performance from all tasks. The contractor acknowledges receipt within 1 hour during standard duty hours and successfully resolves customer complaints within 2 business days of receipt.

(2) Contractor ensures security of government data. Contractor must maintain, store and ensure security of all government data in system. Data must not be “lost,” deleted or compromised in any way. If this occurs, contractor must notify SAF/PA within one business day.

(3) Contractor ensures reliability of system. Contractor must maintain a reliable website and product that is consistently available. Web-based solution shall be unavailable no more than a total of 10 hours over a one-year timeframe, not including previously planned and coordinated maintenance, or issues due to the government’s internet or IT infrastructure.

(4) Contractor shall provide training as required for government users to use the system.

Contractor must provide initial and ongoing training.

Contractor must respond to requests for training within one (1) business day

(5) Contractor shall provide assistance to government users who may have questions about using the system.

Contractor must be available to assist Air Force personnel who have questions during duty hours.

Contractor must respond to requests for assistance within one (1) hour during standard duty hours and successfully assist customer within one (1) business day.

10. Government furnished property and services:

10.1. The government also will input media database and email distribution content into the system for manipulation, storage and forwarding as government requests.

10.2. Contractors shall not be required or permitted to work in a government facility. Except for mutual agreed upon meetings between the government and the contractor.

10.3. The government shall furnish no equipment to the contractor.

10.4. The contractor shall not be required to purchase any equipment because of this contract.

10.5. The government will inspect contractor performance in accordance with the Performance Plan and any other clauses included in the contract.

11. General Information:

11.1. Place of Performance. All work shall be completed at the contractor facility.

12. Deliverables:

12.1. Contractor shall ensure reliability of system, availability and security of data inputted by government

12.2. On-demand media and distribution and reports shall be made available to the government via web portal or e-mail. Contractor shall ensure reliability of data and will make reports, distribution products and other items downloadable for use in SAF/PA products as applicable by law.

12.3. Customer Point of Contact: The U.S. Air Force customer for this service is the Secretary of the Air Force, Directorate of Public Affairs, Research and Assessment Branch (SAF/PAXQ), 1690 Air Force Pentagon, Washington, D.C. 20330, 703-697-5782, usaf.pentagon.saf-pa.list.rss-saf-pax-research-assessment@mail.mil mailto:usaf.pentagon.saf-pa.list.rss-saf-pax-research-assessment@mail.mil mailto:usaf.pentagon.saf-pa.list.rss-saf-pax-research-assessment@mail.mil