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 third quarter of 2025, MoDOT gained over 50,000 new Facebook followers statewide and just over 800 new followers on X. This measure now also tracks followers on MoDOT’s Instagram accounts, with this quarter being the first to report those numbers.
MoDOT currently has 25,407 followers on Instagram statewide.

During the third quarter of 2026, the statewide post with the highest engagement was a TMA hit compilation post/safety message, with 29,440 engagements on Facebook.
MoDOT measures customer interactions on its social media sites to better track engagement. Starting this quarter, MoDOT will begin tracking overall engagement rates on Facebook, X, and Instagram to illustrate how MoDOT messages are being received and interacted with by customers—calculated by total engagements divided by total reach.

MoDOT websites had 1,365,413 sessions during the third quarter of 2026; a decrease of 185,481 sessions compared to the same period last year. The third quarter numbers in 2026 align with typical seasonal trends, with 2025 serving as the highest trafficked year on record. This year's third quarter numbers surpassed those from both 2023 and 2024. Traveler website sessions also decreased by 122,320 this quarter compared to third quarter 2025 numbers. These figures are typical for this time of year.

MoDOT tracks video views across social media platforms, including Facebook, X, Instagram, and YouTube. These video views are organic and separate from safety campaign views, which include paid placement. For the third quarter of 2026, MoDOT had over 9,000,000 cumulative video views statewide, with Facebook accounting for the highest share.

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.