Nah, social media is a huge part of football now. Bury your head if you want about its benefit, but you'll realise once it's successful how much your clubs been depriving itself of. Taking a camera, shirt, and scarf, to a signing and taking a photo at that time seems such a simple easy thing to do, and let's people share photos and tweets of the club, and sponsors, around social media, it seems daft to not bother with it.
Saints get extra sponsorship through twitter/YouTube/Facebook videos, because sponsors know they'll be getting decent advertisement.