Negative action is one of those slippery words that I'm not convinced means anything outside of individual views (ie, if I change the frame of reference, suddenly a negative action looks like a positive one.)
In this instance, let's take the following scenario. Zuckerberg goes to his team and asks them to tweak their newsfeed sentiment algorithm so that it only applies to articles about him, and to set it so that 60% of the articles about him that get through are positive.
From the perspective of him going through and telling his team to do something to the facebook algorithm, that seems like a positive action. From the perspective of him preventing other people's articles from being shown (or causing them to be shown more) that seems like a positive action.
By "negative action" I mean that he can suppress content he doesn't want people to see.
He can also plaster Facebook with his face, in a more or less subtle way by tweaking the newsfeed algorithm, but ultimately if he wants to gain positive reputation, he needs some really newsworthy and moving thing about himself to happen, not just "7 awesome facts about Mark Zuckerberg" clickbait trash.
Reputation isn't just a zero sum game.
Mark Zuckerberg annouced that he is going to give away 99% of his facebook wealth ($45 billion) over his lifetime.
He announced guiding questions:
It's interesting that "live much longer and healthier lives" is on the list. Larry Page seems to divert money inside Google into Calico for anti-aging tech. Under Cook Apple also invests into health.
The future seems looking good :)