UNCLASSIFIED

SAF/PAX

Statement of Work

Media and Social Media Analysis Support Tool

17 March 2026

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 (CSO) on internal and external communications (including print, broadcast, podcast, web, and social media. 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 web-based assessment tools to monitor, assess and generate analysis products that provide insight on, and graphic depiction of the information provided to SAF/PA. This support shall include monitoring and analyzing more than thousands of external media (print, web, broadcast, and social media) outlets, both domestic and international. All data entered by or provided to the Department of the Air Force shall remain property of the Department 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. Media Monitoring

1.1. The tool shall allow the Air Force to monitor and pull articles and clips on a daily and as-needed basis from print, broadcast, online media and other content, including articles and other media from behind paywalls. The tool shall allow access to articles and clips filtered through various methods to include Headline, URL, writer name, outlet, topics well as other methods that may be developed or required later. The tool shall be able to search not only in the U.S. but also globally and to translate articles from other languages into English.

1.2. The tool shall allow the Air Force to monitor visual and audio media content including but not limited to broadcast media and radio not only in the U.S. but also globally. The Air Force needs the capability to edit relevant clips and share them with anyone. The tool shall provide a transcript of the visual/audio media as well as provide viewership numbers and ad values where available.

1.3. The tool shall provide the Air Force graphical views and data visualizations of articles, broadcast and radio clips and allow it to assess the communication environment including such things as sentiment, share of voice, heat map, geographic locations, word clouds or other graphic visualizations and charts to evaluate subtopics within search parameters. The tool shall provide the ability to interpret how those numbers “measure up” in the media realm.

1.4. The tool shall allow the Air Force to search through a unified stream of data from media and assist the Air Force to quickly make sense of mass amounts of data helping with better, data-driven decisions and identifying new trends that are emerging.

1.5. The tool shall allow the Air Force to search archived data at least five years prior to contract signature for print, broadcast, online news media, social media, and other content. .

1.6. The tool shall allow the Air Force access to unlimited saved searches and the ability to compare, benchmark and perform other such functions for the saved searches. It shall also allow the Air Force to develop unlimited on-demand news analysis, charts and reports within the tool. It shall also have the ability to generate newsfeeds and newsletters that can be sent out to an Air Force-provided list of at least 10,000 recipients. The tool shall allow the government to input existing media databases and email distribution content into the system for manipulation, storage and forwarding as government requests.

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

2. Social Media Monitoring

2.1. The tool shall give SAF/PA the ability to monitor popular U.S. social media platforms to 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 other search terms, and measure volume, key topics, impressions, influencers and other parameters.

2.2. 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 to send the information to concerned parties.

2.3. 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.

3. Listening and Monitoring

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

3.1. 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, YouTube and other platforms.

3.2. Supporting thresholds and sampling quotas set by SAF/PA to manage the amount of data that is collected. Utilizing artificial intelligence (AI), and other customizable criteria, to alert teams when there are anomalies in media coverage.

3.3. 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.

4. Assessments and analytics.

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

4.1. Monitoring the conversation surrounding the Department of the Air Force, U.S. Air Force and U.S.

Space Force by tracking media coverage, social media 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.

4.2. Measuring engagement, reach, and other key performance indicators of owned/organic and earned content on web and social media.

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

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

4.5. Automatically measuring sentiment, allowing manual adjustment to correct errors and optimized to correct differences in vernacular.

4.6. 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. Reporting

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

5.1 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).

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

5.3. Exporting – both manually and automatically via API (scheduled) – reports.

6. Journalist Database

6.1 Allowing the maintenance of journalists databases and the ability to send press releases to them.

6.2. The database shall include relevant beat, contact information, social media accounts and other relevant information on the reporter/influencer.

6.3. Shall include the ability to build a media contact list and the ability to send contacts relevant information whether through a press release or other means.

6.4. The contact list shall be kept up to date on a real-time or near real-time basis and must contain national, regional, and international journalists to include all forms of journalists and social influencers.

6.5 The tool shall have the capability to recommend opportunities to expand outreach to non-traditional defense reporters.

6.6 List exportability will be available manually and via API.

7. Overall capability

7.1. Provide SAF/PA with at least 60 concurrent user 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 them at their workstations worldwide. The ability shall exist to expand concurrent-use accounts, with additional funding.

7.2. Provide SAF/PA with flexible options for lower-barrier access to services in ways that can accommodate low-frequency/occasional users or simplified system functionality.

7.3. Accounts shall be set so that only users assigned to that account can see their own work. Only designated individuals will have the ability to see all accounts. The contractor shall include the ability to have dividers between accounts with users being assigned to their accounts by designated personnel.

7.4. 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.

7.5. 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, PowerPoint, etc. While manual export formats shall be available through the user interface, the primary method of data export must be via the API. All data objects (including full-text access to underlying content) and analytical results retrieved via the API must be delivered in a structured, machine-readable format (i.e. JSON). The Contractor must provide complete data schema documentation for all API endpoints.

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

7.7. 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 or API.

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

7.9. 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.

7.10. 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.

7.11. 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.

7.12. The contractor shall provide initial training and follow-on training on an as needed basis. This includes for new accounts and for changes in government personnel. This 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.

7.13. The tool must provide a comprehensive, well-documented, and bi-directional RESTful API to enable integration with Government communications planning and assessment software capabilities and workflow management systems. The functionality, reliability, and data accessibility of this API are subject to the performance thresholds outlined in Section 9. The Government must be able to use the API to perform any data retrieval or search function that is available to a human user through the web interface. The API must provide programmatic access to all data and analytical outputs that are available to a user through the graphical user interface. Furthermore, the API must allow for the programmatic management of monitoring and listening tasks. And lastly, the API must include full-text access to underlying content, in structured format.

8. Customer Support web-based tool

8.1. The contractor shall provide 24/7 global 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.

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.

(2) Contractor successfully resolves discrepancies within designated period.

The contractor acknowledges receipt within 1 hour during standard duty hours and successfully resolves customer complaints within 2 business days of receipt.

Issues that result in work stoppage for government staff will be resolved within 24-hrs of notification.

(3) Contractor ensures resolved discrepancies do not consistently recur.

Identical or near identical discrepancies will not recur more than 3 times in a one-year timeframe.

(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 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. PERSONNEL SECURITY AND INVESTIGATION

11.1. Background Investigation: It shall be a prerequisite for all contractor personnel performing services under this contract to either possess or be eligible to obtain a security clearance based upon a Tier 1 background investigation, or its equivalent, as determined by the U.S. Government.

11.2. Contractor Personnel Roster: The Contractor shall provide the designated Contracting Officer Representative (COR) with a comprehensive personnel roster submitted on the Contractor's official company letterhead.

11.3. Roster Maintenance: The Contractor is obligated to ensure the Contractor Personnel Roster remains current. In the event of any change in personnel status, including cessation of employment, the Contractor shall provide an updated roster to the COR no later than forty-eight (48) hours or the next Government duty day.

12. ONBOARDING AND DOCUMENTATION

12.1. Provision of Onboarding Materials: Prior to the contract start date, the COR shall furnish all prospective contractor personnel with the required onboarding documents and training materials.

12.2. Required Forms: Contractor personnel shall be required to complete and submit the following forms as a condition of onboarding:

* OF-306, Declaration for Federal Employment: All designated sections must be completed in their entirety.

* SF-312, Classified Information Nondisclosure Agreement: All designated sections must be completed.

In the case of a digital signature, a witness signature is not required. Should a physical (wet) signature be used, the COR will serve as the official witness.

13. General Information:

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

14. Deliverables:

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

14.2. On-demand media and distribution and reports shall be made available to the government via web portal, API, and/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.

14.3. 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 (SAF/PAX), 1690 Air Force Pentagon, Washington, D.C. 20330, 703-571-2791, 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