New Momentum offers social media research and consultancy for social change
Social media for social change
Communication shapes the world around us. But nowadays, media technology plays a role of increasing importance. For example, algorithms distort how we communicate by tailoring our timelines to provide a personalized version of reality.
Or is it a polarized version?
New Momentum believes that social media can be used as a force of good: we leverage social media for positive change on the internet. We research digital media networks to develop campaigns that break through filter bubbles and catalyze social change.
Social media for
Societies reinvent themselves over and over again. We help to understand, use and follow the role of social media.
Societal friction sets things in motion.
Change starts once ideas break through bubbles.
Ideas are embraced and shape the world around us.
Digital action research for
We map societal undercurrents on the internet.
We identify online communities, explore what they say, find influential content creators, and show the role of algorithms, bots, and trolls.
2. Strategy &
We join the forces of online creatives to break through filter bubbles and catalyze social change.
We connect target audiences and influencers with our clients to work on game-changing media campaigns.
We follow how audiences respond to campaigns and measure societal impact.
We study the impact of social and behavioral change campaigns using cutting-edge methods shared with and reviewed by the academic community.
We work for companies, NGOs, and societal initiatives
Research & consultancy
Municipality of Rotterdam (2020-’22)
The municipality of Rotterdam has been confronted with an upsurge of stabbing incidents among young people, allegedly linked to drill music: a hiphop genre that revolves around violence. We studied online street culture and help the municipality to shift violence-related norms with social influencers.
Dr. Roel Lutkenhaus
Media strategist and researcher. Ph.D in online edutainment. 10+ years experience in journalism, marketing, and big data.
Data analyst and researcher
Data analyst and researcher. International Bachelor of Communication (IBCoM). Subculture connaisseur & fishfluencer.
Interim Systems Architect
Programmer and certified AWS cloud- and Neo4j architect. Expert in game theory, sports betting, and algorithmic trading.
Social change is teamwork
Perron14 is a communication agency that involves citizens, employees, and stakeholders in change projects.
By leading a literature review on shifting social norms on social media, we contributed to the USAID-funded Passages Project at the Institute for Reproductive Health of Georgetown University.
The Movez Network is a research group at the Erasmus University Rotterdam that focuses on youth, media, and health.