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 2019 and 2020, there was a growth of 25,353 followers on Facebook statewide and 18,307 on Twitter.

During the fourth quarter of 2020, MoDOT’s most popular post alerted the public to the annual statewide winter operations drill. The post reached 55,441 people with 2,041 engagements including post clicks, shares, comments and reactions.

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 95,404 engagements and Twitter pages had 7,582.

MoDOT websites had 864,534 sessions during the fourth quarter of 2020. This is up compared to the same period last year. Overall, last year's website sessions were record-setting due to major flooding and high traffic to the Traveler Information Map and other traveler sites. This is reflected in the Traveler Site sessions, where traffic was down significantly due to a lack of significant weather events.
MoDOT videos on YouTube and social media were viewed 1,738,239 times in the fourth quarter of 2020. Additional advertisement video placements were viewed 19,763,778 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.