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 first quarters of 2020 and 2021, there was a growth of 23,217 followers on Facebook statewide and 16,744 on Twitter.

During the first quarter of 2021, the most popular Facebook post statewide warned the public of the possibility of overnight refreeze during a February winter storm. The post reached 305,680 people with 18,264 engagements including post clicks, shares, comments and reactions 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 449,180 engagements and Twitter pages had 33,845.
MoDOT websites had 2,508,567 sessions during the first quarter of 2021. This is up compared to the same period last year. Multiple winter storms impacted visits to the Traveler websites, where web sessions were again up compared to this time last year.
MoDOT videos on YouTube and social media were viewed 1,584,722 times in the first quarter of 2021. Additional advertisement video placements were viewed 16,891,671 times this past quarter.

Website

YouTube

Purpose:

This measure tracks the number of MoDOT customers hitting 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 7% 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.