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The Hartford 2013 Small Business Success Study Social Media Graphic. (Photo: Business Wire)

Stocks in this article: HIG

Women small business owners are more likely than their male counterparts to say that their primary business goal is to grow their business, according to The Hartford’s 2013 Small Business Success Study. Thinking about how their business is operating right now, 44 percent of women report that their primary goal is to grow their business significantly, compared to 33 percent of men owners. Alternatively, when it comes to maintaining the business at its current size, 55 percent of men cite this as a primary business goal compared to 49 percent of women.

“It is encouraging that there has been a significant increase in the number of women-owned small businesses, and that many of them are focused on finding ways to grow their business,” said Kathy Bromage, senior vice president of strategy for Small Commercial. “We celebrate the commitment of all small business owners, their resiliency and resourcefulness. These qualities help fuel our economy and generate job growth.”

Getting Social

Twice as many women than men cite social media as a major contributor to the success of their small business. Twenty-eight percent of women say it is a major contributor, while only 14 percent of men cite social media as a major contributor.

Christa Doran, owner of Tuff Girl Fitness in Hamden, Conn., uses social media to extend her reach and provide positive messages to her customers outside of the gym. She uses social channels more than her husband, who runs the business with her.

“I use social media to promote consistent messaging and to grow my brand. I am diligent about posting something every day to keep my brand buzzing and top of mind,” she said. “I utilize social media to also offer deals, let clients know about changes and new products, and to provide positive feedback to encourage new members to try us out.”

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