How to call images from your plugins image folder?

Use plugin_dir_url() to get the public URI for the directory where the calling PHP file is.

<img src="https://wordpress.stackexchange.com/questions/60230/<?php echo plugin_dir_url( __FILE__ ) ."images/facebook.png'; ?>">

If the PHP file is in a sub directory of your plugin you have to go up:

<img src="https://wordpress.stackexchange.com/questions/60230/<?php echo plugin_dir_url( dirname( __FILE__ ) ) ."images/facebook.png'; ?>">

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