My friends in Vietnam use Facebook differently than my American friends. For example, if a friend posts a photo with his wife, you'd have just as many friends poking fun of it as you would have in support - all in jest, of course. Compare that to my American friends whose Facebook posts receive significantly less engagement and mostly one-dimensional feedback (all overtly supportive).
Maybe it's how they use the platform which seems to work more better.
It is location dependent. I hate using Facebook or being on Facebook with a burning passion, but if you're an "expat" or foreigner in any country, Facebook is probably where the other foreigners are helping each other answer newb questions with the latest info, learn about social events, and integrate.
In some countries the only place a business exists online is on Facebook (or lately Instagram).
I handle social media customer service for a medium-sized US based company. We only sell to US customers. About one out of every fifty contacts we receive via Facebook are from people in the US.
