The CEO values good corporate culture and puts in money and effort into the culture, but numerous people have said there is unfriending select people on social media happening. This is also a company that publicly promotes and persuades employees to put in effort to their work culture. Why would employees care about the culture after experiencing that? Why would employees believe the company actually cares about culture? That is very unprofessional, petty, and the behavior lacks maturity. Sounds like whoever is doing this is making the culture worse and promoting negativity in the workplace. If you are a professional, you would know that this is serious enough to be considered workplace retaliation and can lead to lawsuits for workplace bullying.
And just as so, the company is great at putting up a façade of being a good company to work for when in reality there are still a ton of kinks to work out with a lot of double standards just like with the culture.