Since at least 2015, Facebook’s communications team had regularly polled the public, surveying users on Facebook about whether the company was innovative and good for the world. Considering Zuckerberg’s reputation and that of the company were inextricably linked, they also asked these questions about Zuckerberg himself. Because Zuckerberg’s tour wasn’t helping the numbers, Facebook’s communications team gathered for an off-site meeting that spring of 2017, where Caryn Marooney, the PR head, presented research showing Facebook’s brand had a more unfavorable rating than that of Uber—a
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