Yes, it is the same, but it is a different stress. Zij and wij put more emphasis on the person in question, than ze and we would do. (same with je and jij). For example: Zij wil vandaag fietsen. (SHE wants to bike today, but I don't, nor does anybody else...) Ze wil vandaag fietsen (she wants to bike today... and there is nothing more to say about it). we eten een appel (we eat an apple) wij eten een appel (we eat an apple, even if nobody else want one) hope that helps a little.

I think your friends on Facebook use "we" and "ze" because it sounds less formal than "wij" and "zij". There isn't a big difference between "zij / ze" or "wij / we" but they can be used to emphasize a certain part of a sentence. You can find a good explanation of the difference here: http://www.dutchgrammar.com/en/?n=Pronouns.ps03