Facebook released some stats in early December that show the number of small businesses that use the social network has doubled since January.
However, only 13 million small businesses are on Facebook. There are about 29 million small businesses in the U.S. according to the U.S. Census. If you do the math, that means that only about 45 percent of small businesses are actually on Facebook.
Some industries tend to have more use for social media than others. According to the IAB, retail is the biggest adopter of social media, followed by telecom and financial services. Under-indexers include heavy industry. Why? "The simple truth is there often just aren’t enough people out there excited about your industry that want to spend their free time talking about it and sharing photos," declared the Internet Marketing Blog. Fittingly, the list below is comprised of companies whose customers aren't flocking to social media. Or, at least that's their perception.
Nevertheless, they are all doing well. The six below made Forbes's list of the top small businesses in America. However, none of them are on Facebook or Twitter, at least in an official capacity. While they're in the minority on the list, they illustrate the social media isn't necessarily required for success, even in 2012.
Metropolitan Health Networks
The Florida-based Metropolitan Health Networks provides healthcare services to people with Medicare Advantage and Medicaid in that state. The older demographic explains why the company has no use for Facebook. "Given our customer demographic, social media in general has not been a primary focus for us," says a company representative. "With that said, we are currently reviewing our corporate communications planning, and I suspect it will include one, or several, social media components."
Questcor describes itself as a "biopharmaceutical company focused on the treatment of patients with serious, difficult-to-treat autoimmune and inflammatory disorders." Questcor has a page created by Facebook for directory purposes, but does not maintain its own account.
IPG Photonics makes fiber lasers for use by other telecom and medical companies as well as some government offices. Such lasers are in demand right now, especially from manufacturers in China. "We're doing well without it," says a representative, referring to the lack of a social media presence. "Our customers know where to find us." The rep says there has been discussion about changing that, but "no real interest."
Landauer provides integrated radiation safety devices and services. As the company's website states, "We provide tools and support to organizations with potential exposure to ionizing radiation, helping them achieve their radiation safety goals." The company did not comment on its social media stance.
WEX, formerly known as Wright Express, has a particular niche: providing payment processing and information management products and services to the U.S. and Australian commercial and government vehicle fleet industry. The company did not comment on its social media stance.
FutureFuel is in the chemical and biofuel business. "We just don't see our customers there," says CFO Chris Schmitt. "We don't see it as advantageous for our marketing."
Read more about social media and small business.
Photo: FutureFuel, Metropolitan Health Networks, LANDAUER