Facebook is "the internet" not everywhere. In Russia (and other countries with many Russian people) major social websites are: vk.com (vkontakte) and ok.ru (odnoklassniki). It's a lot of users who don't like Facebook. Honestly, as a former user of both vk and facebook, I can say thay facebook is very inferior website, it's absurdly illogical with terrible UI. I have no idea why Facebook is so popular. The only reason is network effect, when everyone uses it, some people don't want to stay alone.