start a blog
It's absolutely essential that the figurehead is seen to practise what he/she preaches, and engage with the community from day one.
I agree but it isn't enough to start a blog. Too many politicians and senior people within organisations (this isn't a public sector problem alone) use blogs soley as a way of publicising their view point. You don't need social media for this. The point is engagement- if you put your ideas out there and people react negatively, they shouldn't simply ignored.