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 networking, websites and applications. MoDOT’s social media accounts continue to attract followers. Compared to the fourth quarter of 2024, MoDOT gained 151,739 new Facebook followers statewide and 10,913 followers on X in the fourth quarter of 2025.

During the fourth quarter of 2025, the most popular Facebook post was about incoming snow and what to do. The post reached over 590,000 users and had the highest engagement, with 75,116 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, retweets, comments and replies. This quarter, MoDOT's Facebook pages across the state had 214,482 total engagements.

MoDOT websites had 2,467,954 sessions during the fourth quarter of 2025, which is an increase of 964,493 sessions compared to the same period last year. This makes 2025 the highest-traffic year on record for the web, surpassing the 2019 total by 1,853,876 sessions. Traveler website sessions increased this quarter by 627,265 sessions compared to the fourth quarter of 2024.

MoDOT videos on YouTube and social media had over 5,155,651 organic views in the fourth quarter of 2025. Additional advertisement video placements were viewed nearly 32 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.