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From Likes to Leads: How SMEs Can Turn Social Engagement into Conversions

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When Melissa launched her online boutique, she poured hours into building an Instagram following. Her posts were beautiful, her reels polished, and her follower count steadily climbed. Within months, she was hitting thousands of likes on product photos and generating an impressive stream of engagement. But there was one problem. Sales weren’t growing.

Melissa’s story is not unique. Across industries, many small and medium-sized enterprises (SMEs) chase social media engagement as a sign of progress. They celebrate spikes in likes, shares, and views, hoping it will translate into leads and conversions. Yet, when we analyzed digital marketing data from a range of SMEs, a surprising truth emerged. There was no significant difference in conversion rates between businesses with high engagement and those with lower numbers. Even among those labeled as “successful,” the average conversion rate hovered around 0.50, exactly the same as their less successful counterparts.

This insight flips a common marketing belief on its head. Engagement is often treated as a proxy for business performance, but in reality, it can be a misleading indicator. High engagement doesn’t guarantee customer action. It doesn’t guarantee sales. What it does guarantee is attention, and attention without direction is wasted potential.

Our data analysis showed that even businesses generating hundreds of thousands of engagement points failed to see a conversion advantage. The variation in engagement was wide, but the resulting conversion rates were virtually the same. This points to a deeper issue: engagement efforts are often misaligned with business objectives. Likes may look good on a dashboard, but if they aren’t moving the needle on revenue, they may not be worth the effort.

The key takeaway for SMEs is to stop assuming that engagement equals success. Instead, focus must shift toward understanding and influencing the behaviors that lead to conversion. That means asking tough questions about audience quality. Who is engaging with your content? Are they in your target market? Do they have buying intent?

Another common issue is the content itself. Many SMEs create content that pleases the algorithm but doesn’t speak to the customer’s needs or journey. Viral posts may get traction, but if they’re not aligned with the problems your product solves, the traffic they generate is unlikely to convert.

It also becomes clear that the customer journey doesn’t end with engagement. It barely begins there. Once you’ve captured someone’s attention, you need a smooth and compelling pathway to guide them toward action. That involves optimizing landing pages, clarifying calls to action, and eliminating friction from the buying process. Too many businesses stop at the click and fail to convert the curiosity they’ve generated into a meaningful next step.

Moreover, SMEs should not overlook the value of retargeting. Not every potential customer will convert on the first visit. By using tools that allow you to follow up with people who engaged but didn’t act, you increase your chances of eventually winning their business. These efforts often yield more consistent results than top-of-funnel engagement plays.

There is also an element of measurement maturity that many SMEs need to develop. While it’s easy to focus on vanity metrics like impressions and reach, more valuable insights come from tracking metrics such as click-to-lead rate, return on ad spend, and customer acquisition cost. These are the numbers that tell the real story of how effectively your marketing efforts are driving business outcomes.

Reflecting on Melissa’s experience, she eventually shifted her strategy. She began prioritizing her website funnel, redesigned her product pages, and ran small retargeting campaigns for visitors who didn’t purchase. She also started producing content aimed not just at getting attention but at answering specific customer questions. Within a few months, her conversion rates improved and her revenue began to match the hype of her social following.

The lesson here is clear. Engagement is valuable, but only when it is tied to a broader conversion strategy. Likes are a signal, not an outcome. If you’re an SME leader or marketer, the goal should be to make every like and every comment a meaningful step on the customer journey, one that leads not just to attention, but to action.

In the end, success comes not from being seen, but from being chosen. SMEs who understand this difference are the ones who will turn engagement into growth and likes into loyal customers.

Autodesk CEO Says Interdisciplinary Thinking Is Now More Vital Than Coding Amid AI’s Disruption of Tech Jobs

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Autodesk CEO Andrew Anagnost has said that interdisciplinary thinking and systems-level understanding are now more critical than coding, as artificial intelligence increasingly takes over core programming tasks once reserved for software engineers.

Anagnost, who holds a Ph.D. in aeronautical engineering and computer science, said in an interview with Business Insider that the traditional emphasis on deep, narrow expertise is being upended by AI tools capable of generating code with minimal human input.

“If the coding models are going to be doing the code for you,” he explained, “what’s more important is that you understand there’s this whole notion of systems-level and interdisciplinary thinking.”

His comments reflect a shifting philosophy in the tech world, where tools like OpenAI’s Codex and GitHub Copilot have made it easier for non-programmers to generate functional software. Anagnost argued that coding is no longer the sole domain of trained computer scientists and that the future belongs to what he called “creative orchestrators” — humans who manage outcomes across disciplines while using AI to execute the technical details.

AI Changes the Nature of Work

Anagnost’s remarks come at a time when artificial intelligence is disrupting the foundation of software development. AI-powered coding assistants now enable even those without computer science degrees to build applications, changing who gets to participate in software creation.

“There’s no doubt as we move into the future, more people are going to be generating code in some way that runs computers in new and interesting ways,” Anagnost said. “It’s just going to be different people.”

He believes that AI tools are democratizing software development, reducing the need for extensive coding education for many roles. Rather than focusing on syntax or algorithms, future tech professionals will need to understand the broader context: how products function, how to communicate across disciplines, and how to guide AI agents to deliver results.

A Shift in Hiring and Education

This shift is also transforming how companies think about hiring. According to Anagnost, software companies have traditionally relied on teams made up of product managers, designers, engineers, and QA testers. With AI systems increasingly handling the heavy lifting, those teams may shrink to just two key players: a designer and a human partner orchestrating AI systems.

“There’ll probably be less people with traditional computer science degrees in software companies,” he said, “but there’ll probably be more people creating product than ever before.”

That means the education system must also evolve. Anagnost called for schools and universities to focus on teaching critical thinking, creative problem-solving, and interdisciplinary collaboration — all skills that will become more vital as AI becomes more capable.

In particular, he emphasized the need for “total systems thinking” — the ability to understand how multiple systems interact to produce an outcome — as a defining trait of the next-generation tech workforce.

A Broader Conversation in Tech

Anagnost’s views mirror a growing sentiment across Silicon Valley, where executives and engineers alike are coming to terms with AI’s potential to eliminate or reshape traditional roles. Many tech leaders, including Elon Musk and Sam Altman, have warned that AI will redefine not just who builds software but how it is built, with broader implications for education, labor markets, and innovation.

Already, AI is powering everything from software testing to customer service and product design. As these tools continue to evolve, Anagnost believes that success in the industry will depend less on raw technical skills and more on the ability to manage and integrate diverse ideas, teams, and tools.

He said the world is moving into a future where creativity and coordination matter more than code.

$TOWNS Airdrop and Staking Mechanism are Strategic Moves to Bootstrap the Towns Protocol’s Ecosystem

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The Towns Protocol $TOWNS airdrop checker is live, allowing users to verify their eligibility for the token distribution event scheduled for August 5, 2025. To check eligibility, visit the official Towns Protocol Eligibility Checker, ensuring the URL is correct to avoid scams. Paste the wallet address used for Towns activities and click “Check Eligibility.”

The system will display the allocated $TOWNS tokens if eligible or notify you if not. Eligible users can stake tokens to their favorite Town (Space) during the claim process to unlock special features and future rewards. Eligibility is based on activities like creating or engaging in Spaces, contributing to protocol development, or participating in community campaigns, with snapshot data from earlier in 2025 determining qualification.

The airdrop allocates 9.87% of the 10.128 billion total token supply (approximately 1 billion $TOWNS) to early users and collaborators. KYC verification and jurisdictional compliance may be required, and stakers can receive a 50% bonus with a 30-day withdrawal lock. Always use official channels and beware of scams.

The airdrop incentivizes early adopters, developers, and community members who contributed to Towns Protocol’s ecosystem (e.g., creating Spaces, engaging in campaigns, or protocol development). By rewarding these users with ~1 billion $TOWNS tokens (9.87% of the 10.128 billion total supply), the protocol strengthens community loyalty and encourages further participation.

It signals a commitment to decentralization, aligning with the protocol’s mission to create a user-owned, privacy-focused social platform, potentially attracting more users disillusioned with centralized platforms. Distributing tokens to a wide range of participants (early users, moderators, developers) helps decentralize governance and ownership. Token holders may influence future protocol decisions, fostering a community-driven model.

The airdrop could increase the number of stakeholders, reducing the risk of centralized control and enhancing network resilience. The airdrop may drive initial liquidity and trading activity for $TOWNS once listed on exchanges, though no specific exchange listings were confirmed in the data. Increased token circulation could attract speculative interest but also risks short-term price volatility if recipients sell immediately.

The 50% staking bonus (with a 30-day lock) aims to mitigate sell-off pressure by encouraging holders to stake, potentially stabilizing token value in the early stages. Towns Protocol emphasizes end-to-end encrypted communication and user-controlled data, positioning $TOWNS as a governance tool for a privacy-centric social platform.

The airdrop could amplify adoption among users prioritizing data sovereignty, challenging platforms like X or traditional social media. Scams are a concern, as fraudulent airdrop checkers or phishing sites could exploit users. The official eligibility checker requires careful verification of URLs.

Users who stake their $TOWNS tokens to a favorite Town (Space) during the claim process receive a 50% bonus on their staked amount. For example, staking 100 $TOWNS would yield an additional 50 $TOWNS, increasing the user’s holdings.

This bonus is locked for 30 days, encouraging longer-term commitment to the ecosystem. Staking unlocks exclusive features within Towns, such as enhanced moderation tools, premium community functionalities, or access to private Spaces. These perks incentivize active participation and improve user experience.

Staked tokens may grant governance rights, allowing users to vote on protocol upgrades, Space management, or resource allocation, empowering them to shape the platform’s future. Stakers are positioned to earn additional rewards from future campaigns or protocol-generated revenue (e.g., transaction fees or premium services), though specifics depend on the protocol’s roadmap.

Staking supports the Towns ecosystem by allocating resources to specific Spaces, enhancing their visibility and functionality. This strengthens the chosen communities and aligns with the protocol’s decentralized ethos. Stakers contribute to network security and stability, as locked tokens reduce circulating supply, potentially supporting token value.

If token prices fluctuate significantly during the 30-day lock, stakers may face opportunity costs or reduced value upon withdrawal. Users must weigh the benefits of staking (bonus tokens, features) against the inability to trade or transfer tokens during the lock period.

Nedbank to Exit Ecobank After 17-Year Alliance, Shifting Focus to Core Southern and East Africa Markets

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Nedbank Group Ltd., South Africa’s fourth-largest bank by assets, has announced plans to divest its 21.2% stake in Ecobank Transnational Incorporated (ETI), officially ending a 17-year-old alliance that once defined its pan-African strategy.

The bank said the decision follows a year-long strategic review, marking a pivot toward greater focus on regions it can directly control, specifically the Southern African Development Community (SADC) and East Africa.

“The board has approved a formal plan to dispose of the investment, and we are currently engaging interested parties,” Nedbank said in a statement.

Nedbank CEO Jason Quinn disclosed that regulatory uncertainty and the potential for increased capital requirements were key factors in the move. These risks, he noted, weighed heavily on the decision to downgrade Ecobank’s position on the balance sheet—from a strategic holding to a financial investment—an accounting move that allows Nedbank to manage the stake in a way that maximizes value for its shareholders.

The South African lender initially took up the stake in ETI to gain a footprint in West Africa, where Ecobank operates one of the continent’s largest banking networks. But mounting regulatory complexities and diverging regional priorities now appear to have prompted Nedbank to consolidate its efforts closer to home.

“This change represents a reset of our strategy on the rest of the continent with a clear focus on the Southern African Development Community and East Africa regions in businesses we own and control,” the bank stated.

The announcement came alongside Nedbank’s half-year earnings report, showing that the bank’s profit rose in the first six months through June, buoyed by strong fee income and a sharp drop in credit impairments.

Headline earnings climbed 6% to 8.4 billion rand ($469 million), while impairment charges fell 18% to 3.82 billion rand, signaling improved credit conditions. The drop in bad debts also pulled the lender’s credit loss ratio down to 81 basis points—within its board-approved range of 60 to 100 basis points for the first time since 2023.

In a show of strength, Nedbank declared an interim dividend of 10.28 rand per share, beating analysts’ median forecast of 9.95 rand.

Who Might Buy?

Nedbank’s exit could open the door for new strategic investors eager to gain or expand their foothold in Ecobank’s diverse West African markets. Some analysts believe that the move presents an opportunity for financial institutions seeking cross-border scale across both Anglophone and Francophone territories.

With operations in 38 countries, including 35 across Africa, Ecobank remains a formidable player on the continent. The group reported total assets of $28.9 billion as of March 2025 and continues to demonstrate strong financial resilience.

In its recently released Q2 2025 unaudited results, Ecobank posted a pre-tax profit of N352.92 billion, marking a 45.86% increase year-on-year and a 32% rise over Q1 2025. The performance reflects continued growth momentum and operational improvement across its core markets.

Ratings Upgrade

In July, Moody’s upgraded its outlook on ETI to “stable” from “negative,” affirming the group’s B3/Not Prime long- and short-term issuer ratings, as well as its senior unsecured debt rating. The ratings agency cited better earnings stability and improved asset quality across the group.

While the planned exit may signal the end of a cross-regional partnership, it also reflects a growing trend among African banks to concentrate on markets where they have direct control. For Nedbank, the shift appears to be less about Ecobank’s performance, which continues to improve, and more about aligning its long-term growth plan with regulatory and capital realities.

As talks with interested buyers progress, the spotlight now shifts to who steps in—and what it might mean for Ecobank’s ambitions in West Africa and beyond.

Former Google Executive Mo Gawdat Warns AI Will Replace Everyone — Even CEOs and Podcasters

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Mo Gawdat, the former chief business officer of Google X, has delivered a sobering forecast on the future of work in an AI-driven world: No profession, no matter how elite or creative, is safe from artificial intelligence.

Speaking on The Diary of a CEO podcast, published by BI, Gawdat warned that the pace of AI development is being underestimated, and that a complete reordering of the job market is on the horizon. He said we are rapidly approaching what he calls the era of “machine mastery” — a phase where artificial intelligence will not just assist humans but perform entire roles autonomously, across industries.

“AGI is going to get better at everything than humans — at everything, including being a CEO,” Gawdat said. “Even podcasters will be replaced.”

Gawdat cited his own startup, Emma.love, which builds emotionally intelligent AI systems for relationships. The company runs on a team of just three people — a job that would have required over 300 developers only a few years ago. It’s a microcosm, he said, of what’s already unfolding: massive labor reduction powered by increasingly capable AI systems.

He described the current moment as a transitional phase — what he calls the “era of augmented intelligence,” where AI still works alongside humans. But that partnership is temporary, he warned. Soon, machines will run the show.

A Dystopia by 2027?

Gawdat predicted a “short-term dystopia” beginning around 2027, with mass unemployment, economic instability, and social unrest, triggered by the replacement of knowledge workers. He argues that most institutions deploying AI today are driven by profit and ego, not ethical design or human-centered thinking.

“Unless you’re in the top 0.1%, you’re a peasant,” he said. “There is no middle class.”

His solution? A complete societal reset — one where AI enables a world of equality, free healthcare, jobless leisure, and human connection.

“We were never made to wake up every morning and just occupy 20 hours of our day with work,” he said. “That’s a capitalist lie.”

This is not Gawdat’s first warning. In a 2023 episode of the same podcast, he called AI a global emergency — “bigger than climate change.” At the time, he advocated for a 98% tax on AI-powered businesses to slow down deployment and fund support systems for displaced workers.

“The likelihood of something incredibly disruptive happening within the next two years that can affect the entire planet is definitely larger with AI than it is with climate change,” he said.

Industry Divided Over the Threat

While Gawdat’s message is blunt, he’s not the one preaching it. Geoffrey Hinton, the so-called “godfather of AI,” has warned that machines will eventually replace everyone doing “mundane intellectual labor.” Anthropic CEO Dario Amodei has also predicted that half of all entry-level white-collar jobs will disappear within five years.

But many in the industry are not convinced.

Nvidia CEO Jensen Huang has pushed back, arguing that AI will reshape work, not eliminate it — and that learning how to prompt and harness AI is a “highly cognitive skill.” He described AI as the “greatest technology equalizer” that can expand opportunity, not destroy it.

Meta’s chief AI scientist, Yann LeCun, is even more skeptical of the doomsday scenarios. He said he “pretty much disagrees with everything Dario says,” and maintains that humans will remain in control of future AI systems.

A Microsoft study released in July found that generative AI tools, including chatbots, are most effective in assisting tasks such as research and communication, not replacing entire professions outright.

The conversation around AI’s impact is no longer theoretical. Companies like Emma.love are showing how entire departments can be replaced by small, AI-powered teams. Meanwhile, the divergence in expert opinion underscores the uncertainty over whether humanity is heading toward collapse or renaissance.

Gawdat’s core message is that AI’s trajectory is not inherently destructive, but the way we build and deploy it will determine whether it liberates or devastates society.

“But the truth is it could be the best world ever,” he said. “The society completely full of laughter and joy. Free healthcare, no jobs, spending more time with their loved ones. A world where all of us are equal.”