Sure, but that's a negative action, he can't overtly use Facebook for positive self-promotion.
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...
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 :)