This document outlines a decision tree for how the Air Force Public Affairs Agency should respond to web postings about the organization. It provides considerations for whether to respond based on factors like whether the posting is positive, a personal attack, factually incorrect, or from an unhappy customer. It also gives guidance on transparency, sourcing information, timeliness, tone, and focus when deciding to respond.

1. Air Force Web Posting Response Assessment V.2
Air Force Public Affairs Agency - Emerging Technology Division
DISCOVERY Web Posting Contact Information
Has someone discovered a post Phone: 703-696-1158
about the organization? E-mail: afbluetube@gmail.com
Is it positive or balanced?
YES
NO
Evaluate “TROLLS”
MONITOR ONLY
Avoid responding to
Is this a site dedicated to specific posts, monitor
bashing and degrading others? the site for relevant
information and
CONCURRENCE
A factual and well cited response, NO YES comments. Notify HQ.
which may agree or disagree with
the post, yet is not factually “RAGER”
erroneous, a rant or rage, bashing Is the posting a rant, rage, joke
or negative in nature. or satirical in nature?
FIX THE FACTS
Do you wish to respond
NO
You can concur with the post, let
stand or provide a positive review. with factual information
Do you want to respond? directly on the comment
“MISGUIDED” board?
YES
Are there erroneous facts (See Response
in the posting? Considerations)
NO
YES NO YES
Let Stand RESTORATION
Let the post “UNHAPPY CUSTOMER”
Do you wish to rectify
stand -- no
response.
Is the posting a result of a
negative experience? YES the situation and act
upon a reasonable
solution?
NO
(See Response
Respond Considerations)
SHARE SUCCESS FINAL EVALUATION
Do you wish to proactively share Write response for current
your story and your mission? circumstances only.
(See Response Considerations) Will you respond?
YES YES YES
RESPONSE CONSIDERATIONS
TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE
Disclose your Cite your sources Take time to Respond in a tone Focus on the
Air Force by including create good that reflects most used sites
connection. hyperlinks, video, responses. highly on the rich related to the
images or other Don’t rush. heritage of the Air Force.
references. Air Force.