I'm camped out (figuratively, I better add that considering how many nights I slept in a tent in July) in Essex CT for a couple of days. We've starting selling tickets for the 2010 North Pole Express down at the Essex Steam Train, one of my clients.
a) Monitor online ticket sales, using some extensive email filters that drop individual orders into a folders by departure date and time
b) Shut off online ticket sales as needed
c) Keep a tally of online sales plus group / walk-in sales
d) Monitor the Facebook page for customer feedback and to post updates
e) be here "just in case" we have issues with the ticket sales, website, etc.
Last year, the ticket sales could best be described as a FIASCO - with the railroad folks unable to keep up with the flood of online orders. This year, by pulling the most popular Saturday sales offline (phone orders only) and bringing me in to track the remainder of online orders, things are going much more smoothly.