Are you using your company's Facebook page the best way that you can? Or did you create a page, put up a few posts, and figure customers will like you because of your inherent awesomeness?

Unfortunately, awesomeness alone doesn't guarantee lots of followers. You have to work to engage your customers on Facebook. And you have to avoid making the gaffes that can push them away.

Here's a quick look at three common mistakes companies make in attempting to engage customers on Facebook.

Writing long, wordy posts. According to Ekaterina Walter, presenter of the PRO seminar, "How to Effectively Engage With Your Customers on Facebook," the best sort of posts are short ones.

Failing to respond to customers. "Sure, responding to customers will take time---but do it anyway," Walter advises. Imagine running into your customer somewhere and having them shout  hello or ask for your quick opinion on some matter. Now, imagine what they'd think of you if you just walked away without saying a word. That's how slighted your customers will feel if you don't say anything back after they leave a comment or share a photo, etc.

Not using photos. The popularity of Instagram and Pinterest demonstrate our love for visual content. So, why aren't companies using visual content in their Facebook posts?

So, do you want to know what you can do to engage customers on Facebook?

Check out the following visual sketch notes created from some of the many brilliant tips that Walter discussed in her seminar.