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.
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If a debate is obvious with the charitable interpretation it makes sense to have the debate about the actual reasons why people take the positions they take.
The underlying battle is about what Zizek calls liberal communism. The steelman is: http://www.lrb.co.uk/v28/n07/slavoj-zizek/nobody-has-to-be-vile It's about whether a person should be applauded for doing earning-to-give or whether earning-to-give should simply be seen as a way to "enhance his reputation and status". Those cultural norms matter. Having the wrong cultural norms make people die who would otherwise be saved.
If it's in your morality to pratice charitable reading at the cost of human lives, feel free to live with that moral decision.
I'm not sure what your point is here but it sounds like you agree with me. The real question to discuss is how much it matters if Zuckerberg is doing this primarily to enhance his reputation and status.
I have no idea what your point is here.