My postdoctorial research focuses on residential care facalities' use of social media and how organisations present themselves on social media. The presentations function as shop window arrangements, designed to correspond to the perceived demands of the intended audience, whereby the organisations gain legitimacy and attract customers on a welfare market. By analysing social media content and conducting interviews with facilities' representatives, case managers, and end-users, I investigate how such presentation practices come into use in the relation between different groups of actors in the organisational context. Of particular interest is how presentations are used to manage organisational impression, presentations' function for end-users, and whether presentations are used as information by case managers.

 In my doctoral studies I examined presentations of nursing homes, focusing on what is put on display, to whom, and with what purpose. The presentations are understood partly as counter-images in realation to the traditional conception of nursing homes, partly as part of marketization of eldercare. From a new institutionalist perspective the organizations are viewed as open systems, sensitive to societal norms and expectations. The presentations are decoupled from the everyday nursing home activities; serving as continuous projects which aim to convey legitimacy and credibility, rather than as evidence of what is "actually" going on. 

I am also involved in other research projects about eldercare and social media, about the organisation of eldercare in a marketised context, and about constructions of age and ageing.