Social media profiles are excellent referral sources for organizational websites. And given Facebook’s status as the world’s most popular social network, it is incumbent upon communications professionals to carefully consider the ways they are using their Facebook accounts to not only amass friends and fans; but drive visitors to their other Web properties as well.

As the Web grows increasingly interconnected, every organization shares the goal of transforming Facebook pages into portals by which myriad visitors access the key messages, calls to action, and selling propositions that reside on their homepages and beyond. As such, this week’s Six@Six outline tips and tactics that will help ensure that your Facebook connections seamlessly flow to your primary Web presence. Do you know of other strategies that I’ve omitted? Share them with me @aleenahasnain.

1. Emphasize visual content.

Facebook’s new Timeline design is all about the visual aspects of digital communication. That means slight tweaks to your profile’s content strategy may be in order. Your Facebook profile can’t act as a click funnel for your website if your connections’ eyes start to glaze over the minute they reach a page with endless text and none of the pictures and video that keep Facebook enthusiasts engaged and coming back. Do you have photos from a recent event to share? Can a long-form blog post be converted into an info-graphic that draws eyeballs to your messaging? If so, make the most of these opportunities to leverage Facebook’s role as an increasingly visual medium.

2. Take advantage of all Facebook has to offer.

Many companies are starting to use Facebook the way they use Twitter – by either cross-streaming Twitter posts to Facebook or by only posting in 140-character messages to their profiles. This is a lost opportunity. Facebook engagement should be maximized by using all of the tools available. Show off your business’ personality by posting photos of employees, asking discussion questions, and encouraging comments to maintain two-way conversations. As noted above, Facebook can only act as a website referral source if visitors find enough value in your profile to remain engaged with it.

3. Include links.

It may seem elementary, but you’d be surprised how many organizations forget how important it is to include links to their websites in all Facebook posts. Doing so makes it as easy as possible for your connections to visit your website. Remember, the social media phenomenon is all about ease of use. Force your friends and fans to jump through hoops, and they won’t remain friends and fans for long.

4. Make the most of “Views & Apps.”

It’s important to use the “Views & Apps” Facebook feature. Apps are those little square icons to the right of your business page’s name. These are now standard features precisely because they add immense value. They are much more prominent and visual than tabs, and can be even used as a miniature call-to-action image. That call-to-action can lead users to another custom Facebook page, event signup, or anywhere you wish to take them. Remember to keep the app creative and visual so your visitors can’t help but click it.

5. Look out for memes.

When monitoring online conversations, keep an eye out for any memes that might be receiving a high volume of comments or shares. Then, consider your own version of that meme for your industry; but be sure it’s still relevant to your brand. Doing so increases engagement with your Facebook profile; thus increasing the likelihood of clicks to your website.

6. Remember the conversion.

Measuring Facebook page engagement is essential when analyzing whether people are paying attention to your content. But don’t forget to measure traffic and leads as well. Stay focused on the conversion rate of the traffic coming to your website from Facebook If it’s low, refer to points one through five.