You are not producing an event -- you are creating a community. You are not "marketing" -- you are building relationships. When you shift from "selling tickets" to "building a tribe" you will see a huge shift in your success as an event producer, musician, workshop leader or conference producer. This will also make a huge difference if your business is a product or a service.
Don't: Forget to keep your social pages and status updates current. I'd get on it right away if I were managing the President's PR crew, as having an outdated profile in a special interest group niche could give one the impression that you're not paying attention anymore to that constituency and its needs.