Beyoncé has one of the biggest fan bases in the celebrity world and all of that fandom poses a huge challenge for one person in particular: her digital media strategist, who has to figure out the best way to engage with these fans across all of those platforms.

The pop star currently boasts 13.7 million followers on Twitter, more than 19 million Instagram followers, and more than 65 million fans on Facebook.

But Lauren Wirtzer-Seawood is up for the challenge. She not only handles Beyoncé's social media, but she also runs her website and deals with all sorts of digital partnerships.

In an interview with the site Musically.com, Wirtzer-Seawood revealed why Beyoncé hasn't tweeted since August 2013 and shed some light on how the artist prioritizes different social media platforms.

Here are seven things we learned from Wirtzer-Seawood:

  • Instagram is a great for that behind-the-scenes look at a celebrity or brand's life. "Instagram is something that Beyoncé most of the time uses directly herself: She posts pictures," Wirtzer-Seawood said. "It's her way of communicating to fans a little bit of what her personal life is like."
  • Facebook is great for promotional purposes, but be careful to find a good balance. "We're very careful not to be too salesy in anything that we do," Wirtzer-Seawood told Musically. "That's not the kind of relationship that Beyoncé has with her fans. She wants it to be organic, and she wants it to really come from her."
  • Because it's so crowded, Twitter can be tricky to break into.  "Currently, we don't use Twitter at all," Wirtzer-Seawood said. "It is a personal choice. I think as an artist, Beyoncé really prefers to communicate in images. It's very hard to say what you want to say in 140 characters."
  • Tread lightly when broaching new, trendy social media platforms like Whatsapp and Line. Think strategically before jumping in headfirst. "I would never open an account without expecting that we can continue to fill that channel forever, that it will continue to grow, and we'll need to continue to fill it," Wirtzer-Seawood said. "I find it really frustrating and annoying when somebody launches something new, whether it's a new Facebook account or a new Snapchat account, and they do it for a period of time, then they go away for six months. It's frustrating as a fan. I want to make sure if we use them, we use them well, and we use them strategically and we continue to fill the channel for a long time."
  • Leverage data when crafting your digital presence. "It's one of the reasons our website is so valuable," Wirtzer-Seawood said. "Although we have the social platforms, we also have Beyonce.com, which is a place where I can really dig deep into that data and figure out who the fans are and what they're sharing, and how to communicate with them really effectively. Data is key."
  • Take advantage of Facebook video. "A couple of months ago, I noticed that the traction of Facebook native video increased exponentially. I would say May or so to July. So I started to upload quite a bit more content as a native to our channel, and saw unbelievably impressive results," she said.
  • Don't throw together an app just for the heck of it. "If an artist is going to develop an app, it has to be compelling content that they continue to feed, day-in day-out, on a regular basis. And that is very hard to do," Wirtzer-Seawood said.
Published on: Nov 6, 2014