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Mercy Kitomari came up with her dream business whilst working in London

As part of the latest series of African Dream, businesswoman Mercy Kitomari - the brains behind Tanzanian organic ice cream company Nelwa's Gelato - shares her top 10 social media marketing tips for aspiring entrepreneurs:

Start with a goal. Why are you active on social media? There are only three acceptable answers: a) increase brand awareness by growing your reach, b) build customer loyalty by providing more support, or c) increase sales by getting more people to purchase, more frequently. Don't even start unless you can answer this question

Ignore your competitors. Trying to poach other people's fans and followers is a flawed tactic. You'll start making bad decisions because you're trying to "keep up". The best ideas and campaigns haven't happened in your industry yet. See what untapped opportunities you can seize and gain an early lead. Look at what people are doing in other industries and try to experiment with similar tactics