Write Up:

Social Media

Effective organizations share information with the people they serve. The best and most trusted organizations engage their customers, which is why MoDOT interacts with its customers through social media platforms, websites and applications. Compared to the first quarter of 2025, MoDOT gained over 69,000 new Facebook followers statewide and lost 65,000 followers on X in the first quarter of 2026.

During the first quarter of 2026, the most popular Facebook post was a live stream with SEMA and MSHP ahead of a snowstorm. The post reached nearly 480,000 users and had the highest engagement, with over 34,000 post clicks, shares, comments and reactions.

MoDOT is now measuring customer interactions on these social media sites to better track engagement. Engagements are customer interactions with MoDOT’s posted content and include likes, shares and comments. This quarter, MoDOT’s Facebook pages across the state had over 318,000 total engagements.

MoDOT websites had 2,960,309 sessions during the first quarter of 2026, which is a decrease of 2,180,126 sessions compared to the same period last year. The first quarter 2026 numbers are typical of seasonal trends, with the 2025 numbers serving as an anomaly. This year’s first quarter numbers surpassed the first quarter numbers for both 2023 and 2024. Traveler website sessions also decreased by 2,152,070 this quarter when compared with first quarter 2025 numbers. Outside of last year’s anomaly, the numbers are comparable to what is typical for this time of year.

MoDOT videos on YouTube and social media had nearly 5 million organic views in the first quarter of 2026. Additional advertisement video placements were viewed over 50 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.