Fully embrace non-transparent psychology of the founder. Logo should be pretty metal, if not totally vicious looking.
Reverse everybody's psychology. Don't play up improvements. Play everything down. Joke around. Get Zuckerberg wearing pajamas again.
Without this kind of simple attention to indulgence IMO the leadership culture at FB will just get fake and passive-aggressive anyway. Nothing else is really in their blood where a public interface is concerned. And tech can't sell itself without some kind of differentiator today. That differentiator needs to be the opposite of normal corp-sounds.
From this more authentic stance, become the umbrella under which new and interesting tech is nurtured. Due to the reversed psychology, corporate leadership will feel a benign pressure to surprise people.
And the result of THAT will be more transparency.
In Facebook Prime, you'd get your feed with no sidebars eating up the screen.