Strap preferred, but chain can be used too. The key is to make sure that nothing sharp is against the bead, hence the preference for straps. What you DO NOT want to do is place the hook directly in contact with the bead; that will place uneven stresses against the portion of the bead the hook is pulling against and could potentially damage the bead.
The photo example you have in your original post is the ideal lifting method; the bead is designed to handle stresses in the vertical plane, like the strap is providing as it is lifting the tire.
