Lisa Barone hits on an interesting concept: You can find more than links in social media. You can find really great content. And one of the best places to find free content is on Flickr, which provides photos (those that are Creative Commons-licensed) for commercial use.
For example, strategists at TheBinocularSite.com, looking to reach out to communities that use binoculars, launched a list of bird-watching spots, using Flickr photos of those locations. Bonus promotional benefit: the photographers became cheerleaders for TheBinocularSite.com, linking back to it on their sites and talking up the piece they helped to illustrate.
Barone also provides examples of other businesses that could use this concept, like florists writing an article on "Five Flowerly Fantastic Floral Arrangements."