That a picture appears in a FB or google+ link a picture to your posting, has to with the fact that both systems search for a picture which might fit to your text in FB or google+ . FB and google+ read your text, consider all they know about you, search for a suitable picture and add it to link. As both systems know more or less all about you, you will always like the picture they provide to your links.
If you paste the link http://higherperspective.com/2015/02/… into a Writer file, or associate the hyperlink with an object or text and click that object/text the page with the penguins will appear. But Writer does NOT read and analyze your text and searches the internet for something you might like.