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 second quarter of 2025, MoDOT gained more than 55,487 new Facebook followers statewide and gained 1,125 followers on X.

During the second quarter of 2026, the most popular Facebook post was a TMA Hit video from April 23. The post reached 2,696,224 users and had the highest engagement, with 249,869 post clicks, shares, comments, and reactions.

MoDOT is now measuring customer interactions on its social media sites to better track engagement. Engagements are customer interactions with MoDOT’s posted content and include likes, shares, and comments. This quarter, MoDOT’s Facebook pages across the state had more than 593,000 total engagements.

MoDOT websites had 1,530,972 sessions during the second quarter of 2026, a decrease of 455,775 sessions compared to the same period last year. The second quarter 2026 numbers align with typical seasonal trends, with 2025 serving as an anomaly. This year’s second quarter numbers surpassed those from both 2023 and 2024. Traveler website sessions also decreased by 181,942 this quarter compared to second quarter 2025 numbers. Aside from last year’s anomaly, these figures are typical for this time of year—and remain above the numbers for second quarter 2023 and 2024.

MoDOT videos on YouTube and social media had more than 12 million organic views in the second quarter of 2026. This represents a significant increase due to statewide channels focusing more on video-related content, which is also being shared on district channels. Additional advertisement video placements were viewed more than 46 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.