The NYT and FB are two different kinds of entities, and I don't think you can judge similar (hypothetical) actions that either one might take.
The NYT is a news outlet. They publish what they believe is newsworthy, interpreted with whatever biases they might have. They don't just take random things that other people have published (or want to publish) and publish them.
FB is a social media site. They don't "publish" things; they provide a platform for their users to share things that interest them (and a platform for advertisers, but that's not really relevant here). If a user shares something that praises FB and another user shares something critical of FB (let's assume for the moment that both the praise and criticism are accurate, to preempt the "misinformation" argument), it is absolutely unethical for FB to over-promote the praise and bury the criticism. That's pretty much the textbook definition of unethical.
The NYT is a news outlet. They publish what they believe is newsworthy, interpreted with whatever biases they might have. They don't just take random things that other people have published (or want to publish) and publish them.
FB is a social media site. They don't "publish" things; they provide a platform for their users to share things that interest them (and a platform for advertisers, but that's not really relevant here). If a user shares something that praises FB and another user shares something critical of FB (let's assume for the moment that both the praise and criticism are accurate, to preempt the "misinformation" argument), it is absolutely unethical for FB to over-promote the praise and bury the criticism. That's pretty much the textbook definition of unethical.