Write Up:

Social Media

Effective organizations share information with the people they serve. The best and most trusted organizations engage their customers. MoDOT interacts with its customers through social media networking, websites and applications. MoDOT’s social media accounts continue to attract followers. In the first quarter of 2025, MoDOT gained 90,252 new Facebook followers statewide and 81,167 on X, when compared to the first quarter of 2024.

During the first quarter of 2025, the most popular Facebook post was on Jan. 5 that encouraged travelers to stay off the roads to ensure snowplows could work. The post had the highest reach with 638,318 users. The post with the highest engagement was from Jan. 27; a DMS graphic post with the message "Until minds can be read, use your turn signal”. It garnered a total of 13,218 engagements.

MoDOT is now measuring customer interactions on these social media sites to better track engagements. Engagements are customer interactions with MoDOT's posted content and include likes, shares, retweets, comments and replies. This quarter, MoDOT's Facebook pages across the state had over 461,000 total engagements. Engagement on X pages are not available, as they have been placed behind a paywall. The team continues to work on a solution.

MoDOT websites had 5,140,435 sessions during the first quarter of 2025, which is an increase of 2,506,832 sessions compared to the same period last year. This exceeds the 2019 record of 3,837,028 sessions. This quarter's numbers have been bolstered by multiple strong winter events. The traveler map website sessions increased this quarter by 1,872,777 sessions when compared to the same time period last year due to winter weather.

MoDOT videos on YouTube and social media had over five million organic views in the first quarter of 2025. Additional advertisement video placements were viewed over 35 million times this past quarter.

Website

YouTube

Purpose:

This measure tracks the number of MoDOT customers accessing the department’s social media and website information.

Measurement and Data Collection:

MoDOT gathers information for this measure from a variety of sources, including Google Analytics. Cumulative totals of website traffic and YouTube views are based on the number of visits. Facebook and Twitter data are based on the number of account followers. The target for this measure is updated quarterly and is established by projecting a 5% improvement over the same quarter in the previous year.

This measure is linked to the Improve Communications strategy included in the Sharpening Our Strategic Vision initiative. To improve performance, MoDOT has identified several strategies, including the Citizen’s Guide to Transportation Funding, the new department website and an enhanced Traveler Information Map.