What caught my eye, was the statement that “Today everyone blogs…”. I would say that this statement is, at least in Slovenia – but also in the West (see the last PEW Internet Report on Blogging in US) – an oversimplification. In fact, according to the last data, published recently by the Statistical Office of the Republic of Slovenian, only 25% of Slovenians aged 10-75 years reads blogs, while even less of them have their own active blog (8%).

Further, I would argue that also the second part of the same sentence is more a wish than a fact. If we analyze the number of passive/active bloggers in Slovenia we can see that the growth is slow and there are no signs that the existing trend will change in the recent future. See for details the RIS report “Blogi v Sloveniji 2009″ (http://www.ris.org/index.php?fl=2&lact=1&bid=10383&menu=0). The figures speak for them selves: since 2005 the number of active bloggers increased for 8 percent points – less that the relative growth of internet users in the whole Slovenian population. To put it differently, the internet use is proliferating quicker than “active” blogging.

Considering this trends, Facebook and SNSs are a more an exception than a rule. Hovever, the problem is that the adoption process has been driven by the media hype. Consequently FB users (including economic companies) haven’t realized SNSs’ economic, marketing, etc. potentials. From the social perspective this is a positive news, as the Slovenian sub-network is less polluted with “brand” friends than in other parts of the global FB community.