If anyone wants the true solution for centering BOTH images and text within a span using bootstrap row-fluid, here it is (how to implement this and explanation follows my example):
css
div.row-fluid [class*="span"] .center-in-span {
float: none;
margin: 0 auto;
text-align: center;
display: block;
width: auto;
height: auto;
}
html
<div class="row-fluid">
<div class="span12">
<img class="center-in-span" alt="MyExample" src="/path/to/example.jpg"/>
</div>
</div>
<div class="row-fluid">
<div class="span12">
<p class="center-in-span">this is text</p>
</div>
</div>
USAGE: To use this css to center an image within a span, simply apply the .center-in-span class to the img element, as shown above.
To use this css to center text within a span, simply apply the .center-in-span class to the p element, as shown above.
EXPLANATION: This css works because we are overriding specific bootstrap styling. The notable differences from the other answers that were posted are that the width and height are set to auto, so you don't have to used a fixed with (good for a dynamic webpage). also, the combination of setting the margin to auto, text-align:center and display:block, takes care of both images and paragraphs.
Let me know if this is thorough enough for easy implementation.