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% 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.
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Nevertheless, they are all doing well. The 10 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 are in the minority on the list, they illustrate the social media isn't necessarily required for success, even in 2012.
1. Metropolitan Health Networks
The Florida-based Metropolitan Health Services provides healthcare services to people with Medicare Advantage and Medicaid in that state. The older demo explains why the company has no use for Facebook. "Given our customer demographic, (76+ years of age) social media in general has not been a primary focus for us," says a rep. "With that said, we are currently reviewing our corporate communications planning, and I suspect it will include one, or several, social media components."
2. Questcor Pharma
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 no maintained Page.
3. IPG Photonics
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 rep, 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."
4. United Therapeutics
Like Questcor, UT's target audience is people with life-threatening and chronic conditions. A rep from UT couldn't be reached, but the company may shy away from social media for the same reason other pharma companies do: liability risk.
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.
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."
7. EDAC Technologies
EDAC specializes in precision aerospace components and assemblies, which it provides to a "broad spectrum of worldwide customers."
8. Cantel Medical
Cantel makes medical equipment and supplies. Like others in the category, including Stryker, Cantel doesn't appear to have much use for social media.
AZZ makes electrical equipment and components for companies in the power generation, transmission and distribution markets.
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."