Linus Torvalds has sage advice for those companies looking to get involved with "the community." You don't. You join it by contributing code or you hire someone who already is doing so.
This has been Stephe Walli's counsel to Microsoft for years. For companies looking for a shortcut, Linus has a suggestion:
...[T]he easiest way is to find a person who is already a member of the development process or maybe not a very central one, but really - central enough that he's been involved and knows how things works and basically bring that person into the company.
One way or another, companies need to increasingly insert themselves into the open-source conversation. Actions speak louder than words. Code speaks loudest of all.