Facebook has been promising a new era of transparency, as it tries to rebuild trust shattered by privacy scandals and revelations Russia used it to manipulate American elections.
But is it working?
Even as the company opens its doors, new independent research shows the American public remains sceptical.
On a whiteboard inside Facebook’s sprawling Menlo Park campus, Sara Su is drawing a diagram to explain exactly how its Newsfeed algorithm decides what you see.
This ranking algorithm provides the instructions for one Facebook’s most important and controversial problems - what to show you.
Sara Su says explaining the algorithm’s inner workings is Facebook asking users to trust it again.
The algorithm looks for what users engage with - signals, Ms Su calls them, such as which posts you and people in your friend circle like, share or comment on.
In January, the company announced a re-design, promising to show less news or clickbait and more posts from friends and family.
There were howls of protest from business pages and viral hoaxes suggesting the Newsfeed would now only show you posts from 25 friends.
Sara Su says its actually designed around what Facebook founder Mark Zuckerberg calls "meaningful social interaction".
