Attachment 4 - Questions and Answers - Amend 0001.pdf

# Question Document Paragraph Reference Government Answer

In 4.2.2 you state that "pricing information is only included in Volume III. Do NOT include any Pricing information in Volume I or Volume II." however in 4.2.1, the table lists the Volumes as "Volume I Executive summary", "Volume I Factor I TECHNICAL APPROACH" , "Volume II Factor II Pricing", which would contradict 4.2.2. We assume that "Volume I Factor I TECHNICAL APPROACH" should be "Volume II Factor I TECHNICAL APPROACH" and "Volume II Factor II Pricing" should be "Volume III Factor II Pricing" - is that assumption correct?

FA701425R0048 - SAF/PA -

Social Media Monitoring and Management Tool 4.2.1. and 4.2.2 The Instructions for Offerors has been updated.

In 1.2 you mention the ability to support social engagement and publishing on Bluesky, Discord, Flickr, Reddit, and RSS Feeds. Are you currently managing these channels in a 3rd party platform or natively? How are you currently using RSS feed publishing?

SAFPA Social Media Monitoring and Management Tool - SOW 1.2

Currently, Bluesky, and Discord are not actively managed. Flickr is used for internal distribution of event photography. The requirement reflects our desire for the platform to have the capability to support these platforms for potential future use in content production, syndication or aggregation. We are interested in solutions that offer flexibility as our social media strategy evolves.

3 What are your primary business goals for social media over the next 12–24 months?

SAFPA Social Media Monitoring and Management Tool - SOW General Inquiry

Primary business goals for the Air Force's (SAF/PA) social media efforts over the next 12-24 months include (1) Foster Trust: Establish and maintain public trust and confidence in the Air Force and Space Force. This is a foundational goal that underpins all other communication efforts; (2) Enhance Recruiting and Retention: Attract qualified candidates to join the Air Force and Space Force, and retain current personnel by highlighting the benefits of service, career opportunities, and positive aspects of military life; (3) Showcase Leadership & Expertise: Demonstrate the Department's role as a leader in air and space power, highlighting innovation, technological advancements, and contributions to national security; (4) Strategic Messaging that is consistent: Maintaining a unified brand voice across the DAF is essential. Messaging must be precise and the social media account must communicate effectively to the public the benefits of the Air Force; (5) Improve Data-Driven Decision-Making: Leverage social media data and analytics to inform communication strategies, identify emerging trends, and optimize content performance. This involves effectively using the reporting and assessment tools to gain insights; (6) Enhance Situational Awareness: Monitor the social media landscape in real-time to identify potential crises, reputational threats, and emerging narratives that could impact the Air Force and Space Force. Proactive monitoring allows for swift and informed responses; (7) Increase Audience Engagement: Drive higher levels of engagement (likes, comments, shares, click-throughs) across all social media platforms to increase reach and impact. This involves understanding audience preferences and tailoring content accordingly; (8) Expand Reach to Target Audiences: Grow the Air Force and Space Force's presence on social media platforms and reach key target audiences, including prospective recruits, families, veterans, policymakers, industry partners, and the general public; (9) Increase Brand Awareness: Enhance brand awareness and maintain the organization's brand identity through consistent visual messaging, compelling content, and hashtag use; (10 Optimize Content for Each Platform:

Tailor content to the specific audiences and formats of different social media platforms (Facebook, X, Instagram, LinkedIn) to maximize engagement and reach; (11) Tailor Content for Each Audience Type: Adapt messaging to resonate with different audience segments, balancing high-level mission communication with posts that appeal to families, tech enthusiasts, or prospective recruits;

and (12) Increasing web traffic is an important business goal, and that is to get more people to the DAF sites through social media.

The goal here is to increase traffic in every way possible.

These goals are interconnected and mutually reinforcing. Achieving them will require a strategic, data-driven approach to social media management, leveraging the right tools and expertise to effectively engage with target audiences and communicate the Air Force and Space Force's missions and values.

4 What are some current pain points or challenges you’re experiencing?

SAFPA Social Media Monitoring and Management Tool - SOW General Inquiry

We are currently facing several challenges in our social media operations. One key area is system limitations, including errors, technical issues, and a lack of seamless user collaboration. The inability to easily share and collaborate on our social media calendar, including issues with PDF exports, hinders our coordination efforts. We also experience difficulties in integrating data from various social media platforms and tools, leading to fragmented insights. This is compounded by the sheer volume of data we need to process, making it challenging to quickly identify emerging trends and make data-driven decisions. Ensuring that we protect the government’s data is essential. To streamline our processes, we are seeking AI-powered solutions for prioritizing and routing inbound messages, as well as detecting spam and inappropriate content.

Finally, we recognize the need to constantly adapt to the evolving social media landscape, which requires a flexible and adaptable approach to incorporating new platforms and trends.

5 What does USAF use for its main DAM? Are there multiple DAMs?

SAFPA Social Media Monitoring and Management Tool - SOW 1.2.J The USAF does not have a DAM; assets are stored on external drives.

Will you need historical data for social listening and social profile management? How far back SAFPA Social Media Monitoring and Management Tool - SOW Section 2, 4, 5

Yes, social listening historical data of at least 1 year is needed. Historical data for social media management is needed to the date of account creation.

7 Will USAF provide an existing global query library?

SAFPA Social Media Monitoring and Management Tool - SOW Section 4 USAF can provide existing queries upon request.

Which languages should taxonomies and queries be localized to? Will AI-powered translation and localization be sufficient, or is human localization preferred?

SAFPA Social Media Monitoring and Management Tool - SOW Section 4 Translation, whether AI-powered or human, must allow for proper contextual analysis of original language

Section 7.1 states "60 concureent use accounts". Is this referring to the number of users that will need access to the paltform?

SAFPA Social Media Monitoring and Management Tool - SOW 7.1 Yes.

How many owned social profiles does USAF maintain in total? For example Instagram, Facebook, and TikTok would be 3 profiles.

SAFPA Social Media Monitoring and Management Tool - SOW 7

There are approximately 1900 social media profiles across the DAF that registered. 45 social media profiles managed under the existing contract.

Google Analytics was one tool integration mentioned, are there any other integrations such as Salesforce or Zendesk that would potentially be integrade?

SAFPA Social Media Monitoring and Management Tool - SOW 1.2.v

The integrated workflow/activity management and assessment enviroment of choice, currently the Public Affairs Productivity Portal (P3).

12 Are there any AI restrictions that are currently imposed?

SAFPA Social Media Monitoring and Management Tool - SOW 4.2

The use of AI within the Air Force and Space Force is governed by the Department of Defense and Air Force policies, including DoDI 5400.19, "Public Affairs Use of Artificial Intelligence." All proposed AI capabilities must comply with these policies, which address ethical considerations, data privacy, and security. Vendors should clearly document how their solutions adhere to these guidelines and address any potential risks associated with AI-powered features.

Of all the capabilities listed, which are critical for day-one implementation versus those that can be phased in over time? SOW

Social Media Account Management Paragraph 1.1

For day-one implementation, the most critical capabilities are: (1) Basic social media monitoring and listening across the specified platforms (Bluesky, Facebook, Instagram, LinkedIn, RSS feeds, Threads, X, and YouTube); (2) real-time alerts for mentions and triggers; (3) automated prioritization and routing of inbound messages; (4) basic reporting and analytics (e.g., engagement, reach); (5) user management and security features.

Capabilities that can be phased in over include: (1) advanced analytics and reporting (e.g., sentiment analysis, influencer identification); (2) AI-powered content creation and optimization; (3) integration with other business systems; and (4) chatbot deployment.

Can you walk us through your current tech stack and workflows—what’s working well, what’s causing friction, and which tools or reports you rely on most? SOW

Unified System Environment – Publishing Paragraph 1.2

We are not able to provide detail about our specific processes and tools because they are underdeveloped. We are looking for help streamlining our approach.

For the 6-month pilot, what specific success metrics or evaluation criteria will you be using to determine long-term fit? SOW

Overall Capability

– Six-Month Pilot Paragraph 7.2

During the 6-month pilot, we will evaluate the solution based on the following success metrics: (1) improved efficiency in social media monitoring and engagement; (2) increased reach and engagement on our social media platforms; (3) enhanced data-driven decision-making; (4) reduction in system errors and technical issues; (5) positive user feedback on the platform's usability and features; (6) compliance with security and data privacy requirements; (7) adherence to the 99.8% uptime requirement; (8) responsiveness of Customer Support. We will also assess the vendor's responsiveness to our needs, their willingness to collaborate, and their ability to provide ongoing support and training.

Are you open to a multi-platform approach or third-party integrations (e.g., DAM, publishing tools) to ensure full coverage of your use cases? SOW

Governance, Management and Workflow

Paragraphs 1.2, 2.1, 4.1 No. The requirement is a unified environment.

Can the Government confirm whether FedRAMP authorization will be viewed favorably in the evaluation of proposed solutions? N/A N/A N/A

Yes, FedRAMP authorization will be viewed favorably. Solutions that meet or exceed FedRAMP security standards will be given preference during the evaluation process. Please provide documentation of your FedRAMP authorization status in your proposal.

Should offerors include documentation or details of cloud security posture, particularly for SaaS platforms handling user data and analytics? N/A N/A N/A

Yes, offerors should include documentation and details of their cloud security posture, particularly for SaaS platforms handling user data and analytics. This documentation should address topics such as data encryption, access controls, vulnerability management, incident response, and compliance with relevant security standards

Beyond the stated technical requirements, what are the overall strategic communication objectives you all aim to achieve or enhance through the implementation of a new social media monitoring and management tool?

Our overarching strategic communication objectives for social media include: (1) building and maintaining public trust; (2) showcasing the Department's leadership in air and space power; (3) attracting and retaining qualified personnel by demonstrating the benefits of service; (4) delivering trusted, purposeful, and mission-focused communications; (5) reaching new and underleveraged audiences. The goal is to enhance data-driven decision making, monitor public perception, engage target audiences, and ensure a consistent brand.

FA701425R0048 - SAF/PA - Social Media Monitoring and Management Tool - Questions and Answers Amendment 0001

20 What social media management platform are you currently using? Meltwater Engage

The RFI mentions supporting unlimited active and concurrent dashboards and user roles. Can you describe the ideal collaborative setup for managing various initiatives simultaneously while maintaining appropriate oversight and data segregation? Roles with permission to create, configure and delete dashboards.

Beyond basic approval workflows, what are your key requirements for streamlining internal communication and feedback on social media content, par&cularly when involving mul&ple stakeholders and approvals before publishing?

Our ideal collaborative setup would involve a flexible system of user roles and permissions that allows us to manage various initiatives simultaneously while maintaining appropriate oversight and data segregation. This would include: (1) global admin roles with access and control of the entire system; (2) manager roles with author and approver access, as well as the ability to manage reporting and workflows; (3) approver roles with the ability to review and approve content, replies, and assets; (4) author roles with access to create assets and posts, respond to messages, and view reporting; (5) analyst roles with no editing capabilities but the ability to view the entire system; and (6) viewer roles for dashboard and content calendar viewing only.

The system must also support the ability to route content to individual users or groups for approval based on keywords, sentiment, or other criteria."

How many total social media profiles fall under the SAF / PA umbrella? What other underlying divisions of USAF will be a part of this contract to make up the 60 users?

SAF/PA manages 10 social media profiles that fall under the SAF/PA umbrella. The 60 users will be composed of people from media/current operations, content production and social media management, community outreach, and assessments.

Do you use a Customer Rela&onship Management tool (CRM)? If so, which CRM do you use and would you be looking to integrate social data into the CRM? No

25 Are you currently publishing to BlueSky though a social media management platform? No

26 Are you currently publishing to Discord though a social media management platform? No 27 How are you currently sharing the content calendar? We do not.

What is your current process for importing content into the content calendar? Are you using a separate planning tool and then adding content into the calendar manually or is there an automated process? 1.2e Content is added to the publishing calendar when the post is drafted in the social media tool.

What system or process are you currently using to create tasks and to-dos in your current workflows. 1.2i We are not currently doing this.

How is SAF/PA currently recommending social content? Do they currently have a seat within your management platform? 1.2h Through direct messages and emails. No, users do not have a seat in the management prlatform.

31 How are you currently iden&fying assets that perform well in the asset library? 1.2j Through individual analysis of content peformance.

32 On which social media platforms are you interested in researching? 1.2.x Refer to SOW.

33 What actions are you looking to capture in audit trails? 2.1b Ability to see who created an asset, post, and message/replies; modified it; approved it; and published it

34 What level of user roles and permissions would you like to assign? 2.1d

Global admin with access and control of the entire system. Manager with author and approver access and manage reporting and workflows. Approver with ability to review and approve content, replies, and assets. Author with access to view posts, create assets, posts, respond to messages, and view reporting. Analysts have no editing capability to post etc. but can view the entire system. Viewer for dashboard and content calendar viewing.

35 How many social listening queries do you have active at any given time? ~500

36 What workflow do you envision for AI routing of incoming messages? 5.b

Potential requirements related to AI for the social media monitoring and management tool include: (1) Automated Content Tagging: AI could automatically tag content (text, images, video) with relevant categories, keywords, and topics. This would streamline content organization, improve searchability, and enable more deliberate analysis; (2) Automated Translation & Localization: AI could provide automated translation and localization of content for different languages and regions, enabling global reach. Human oversight and validation are critical to ensure accuracy and cultural appropriateness; (3) Proactive Crisis Communication: AI could monitor social media for emerging crises and reputational threats, automatically alerting designated personnel and suggesting pre-approved response strategies; (4) Advanced Sentiment Analysis: AI could provide more nuanced sentiment analysis, identifying not just positive, negative, or neutral sentiment, but also emotions like anger, sarcasm, and irony. This could improve the accuracy of social media monitoring and provide deeper insights into public opinion; (5) Topic Modeling & Trend Identification: AI could automatically identify emerging topics, trends, and themes within social media conversations, enabling the Department to stay ahead of the curve and adapt its communication strategies accordingly; (6) Influencer Identification & Analysis: AI could automatically identify and rank influencers based on reach, engagement, relevance, and authority, enabling the DAF to build relationships with key voices in its target audience;

(7) Competitor Analysis: AI could analyze the social media strategies and performance of competitors, identifying best practices and areas for improvement; (8) Misinformation & Disinformation Detection: AI could automatically identify and flag potential misinformation and disinformation campaigns targeting the Air Force, enabling proactive intervention and mitigation efforts; (9) Explainable AI: AI systems used in the tool should be transparent and explainable, providing users with insights into how the AI arrives at its decisions and recommendations; (10) Bias Detection & Mitigation: AI systems should be regularly audited for bias, and measures should be taken to mitigate any identified biases in data, algorithms, and outcomes;

and (11) Human Oversight & Control: AI systems should be designed to augment, not replace, human decision-making, with clear mechanisms for users to override or correct AI-generated outputs.

What is your current or ideal process for social media reporting? Are reports ad hoc or done on a consistent basis?

User permission roles to create ad hoc and recurring social media reports from scratch, and use platform-specific templates, widgets, dashboards. Export and distribute reports via email, PPTs, PDFs, and report-specific links.

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