I've heard from several students, both consultants and social media managers, and from clients about a disconnect in expectations when it comes to social media. Social media plans are execute, results come in, and executives don’t understand what social media is accomplishing for an organization. Simply put, digital marketing activities aren’t properly tracked, or mapped to business objectives, or reported well. These problems often often come to the forefront when an executive asks, “What business objectives are you helping achieve?” Or, more pointedly, “How much revenue is digital marketing generating for the company?” If you’re an employee or a consultant and can’t answer that question, it can lead to big problems. In this article, I’m going to give you five tips to help optimize digital marketing reporting,and, at the same time, improve your content marketing process.