Very good question and it seems to be a very hot topic these days in Malaysia. People get fired by the company just because of an insensitive comment on FB.
So I must say, personal branding is definitely important when it comes to your personal social media.
The quickest screening method any recruiters/talent acquisition team will use is always social media, be it FB or LinkedIn. My personal experience was a recruiter once commended how well managed my LinkedIn profile was during the pre-screening call.
The first impression will always leave the deepest memory in anyone. So, yup, be wise when you post anything on social media, because you will never know who is watching you.