Of course it can.
Most mundane things can double as spiritual practice. Consider: parenthood; a self-owned business; a recovery; a righteous cause; mindful movement; and, yes, expressions on social media.
If you're not a small business-owner, then you've possibly never associated strategy or method to what you post. That's cool. Or you might be like me... a small business-owner terribly resistant to social media. Well, I'm thinking about social media in new ways:
One of my purposes in life, is to place greater demand on human communication. We're malnourished in sincerity. Withholding of praise and appreciation. Over-developed with criticism and rage. Reluctant with transparency. And I'll be explorin' all up in these tendencies, in coming days. ✨