Write Up:

Social Media

Effective organizations share information with the people they serve and the best, most trusted organizations engage their customers. MoDOT interacts with its customers through social media networking, websites and applications. MoDOT’s social media accounts continue to attract followers. In the fourth quarter of 2024, MoDOT gained 42,059 new Facebook followers statewide and 14,112 on X, when compared to the fourth quarter of 2023.

During the fourth quarter of 2024, the most popular Facebook post was one that shared information about the upcoming enforcement of Siddens-Bening Hands Free law beginning in January. The post reached over 335,000 people with more than 44,000 engagements including post clicks, shares, comments and reactions.

MoDOT is now measuring customer interactions on these social media sites to better track engagements. 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 120,633 total engagements. Engagement on X pages are not available, as they have been placed behind a paywall. The team continues to work on a solution.

MoDOT websites had 1,503,461 sessions during the fourth quarter of 2024, which is an increase of nearly 500,000 sessions compared to the same period last year. This quarter's numbers reflect seasonal trends, which result in higher traffic at this time of the year. The traveler map website sessions increased this quarter by over 137,000 sessions when compared to the same time period last year. Winter weather drives these numbers up as well.

MoDOT videos on YouTube and social media were viewed 570,000 times in the fourth quarter of 2024. Additional advertisement video placements were viewed over 42 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.