...as long as it is relevant.

I advocate that the Social Media (and the Interent) is "visual" and the posting of images is important. Occasionally, however, a one-liner can also attract attention (gain "Likes").

On our Facebook "local beach page" I simply posted (at the appropriate time)...
"Yup, Summer has officially arrived. That is all..."
In two hours it attracted 98 "likes." Now, you tell me (and others) why that may be important.

I discuss this in a bit more detail on my blog.