Write Up:

Social Media

Good organizations share information with the people they serve. The best, most-trusted organizations engage customers in conversation. MoDOT interacts with its customers through social media networking websites and applications. MoDOT’s social media accounts continue to attract followers. When comparing the fourth quarters of 2022 and 2023, there was a growth of 29,568 followers on Facebook statewide and 16,359 on X.

During the fourth quarter of 2023, the most popular Facebook post was an interstate DMS message with the slogan "Oh Deer, Don't Veer" to warn of heightened deer activity near roadways. The post reached more than 125,000 people with more than 3,600 engagements on Facebook alone.

To better track how customers are interacting with MoDOT on these social media sites, engagements are being measured as well. Engagements are customer interactions with MoDOT's posted content, including likes, shares, retweets, comments and replies. This quarter, MoDOT Facebook pages across the state had 196,846 total engagements and X pages had 7,240.

MoDOT websites had 1,005,686 sessions during the fourth quarter of 2023. This is down slightly compared to the same period last year, due in part to missing MCE data due to an error and the change in measuring methods from moving to Google Analytics from Universal Analytics this year. The traveler map website sessions were down this quarter compared to that of last year as well, with the mild start to the winter season.

MoDOT videos on YouTube and social media were viewed 1,667,820 times in the fourth quarter of 2023. Additional advertisement video placements were viewed nearly 65 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. Website traffic and YouTube information are cumulative totals based on visits. Facebook and Twitter information is based on account followers. The target for this measure is updated quarterly. This target 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. The Citizen’s Guide to Transportation Funding, the new department website and a better Traveler Information Map have been identified as strategies to improve performance.