While in Kenya, I looked after social media for a pediatric practice and two community organizations. While smartphone usage in the country is high, the potential audiences for these were fairly smaller due to the social structure and newness of the media (the situation has evolved rapidly, however, with many users now active on Twitter, Pinterest, Snapchat and Instagram).
My strategy included a lot of cross-posting to the blogs and Facebook pages of related groups. The first hundred likes were very difficult; beyond that number each organization gained traction and engaged with additional readers more rapidly.
I created many graphics using Canva in beta version and selected photographs (particularly for the pediatric practice) to reflect the target demographics--a challenge when working with free stock images.