This is the answer. He is paid to figure it out.
It is short sighted to let some of the best seats in the arena sit unoccupied when we have trouble creating any kind of atmosphere. Atmosphere creates a competitive advantage. And, let's face it, we need any advantage we can get. Plus, it makes attending the game fun. Attendance, and also money, follow winning. Whatever MSU is making on selling tickets to folks that don't attend would be better forgone in the short run to win and create a return in the long run. Do something about it.
This is also why the next coach needs to have some sort of ability to sell the program by connecting with the fans. Obviously, winning is the most important step in that. But, there are other things a coach can do - be visible, go to other events, be seen or seek out TV air time, etc. etc.