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Interview with Beyoncé's digital strategist Lauren Wirtzer-Seawood

Klaudia//November 7, 2014
Beyoncé has 13.7 million followers on Twitter, but her account is mothballed: it has only ever tweeted eight times, and the last one was on 19 August 2013. Musically.com got to find out why, by interviewing Lauren Wirtzer-Seawood on-stage at the Web Summit conference in Dublin.

She handles digital strategy for Beyoncé’s Parkwood Entertainment, a company that’s part management firm, part digital agency and part creative studio for its founder, president and CEO: Beyoncé Knowles.

Wirtzer-Seawood’s job thus encompasses social networks, Beyoncé’s own website, and partnerships – as part of the close-knit Parkwood team – of the kind that saw her boss’ last album shock the music industry and fans alike with a surprise iTunes release in December 2013.

On social networking, then. “We take a very strategic approach to platforms. Primarily we use Facebook and Instagram at this point,” said Wirtzer-Seawood. “Instagram is something that Beyoncé most of the time uses directly herself: she posts pictures. It’s her way of communicating to fans a little bit of what her personal life is like.”

So Instagram is essentially a “personal communications tool” for the star, while Facebook is used more for promotional purposes. “We’re very careful not to be too salesy in anything that we do,” stressed Wirtzer-Seawood. “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. And it does.”

But no Twitter. “Currently, we don’t use Twitter at all. 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,” said Wirtzer-Seawood. “This is just a personal preference to her at this time. But also the Twitter channels are so crowded: it’s a different kind of experience that the fan has…”

Instagram & Beyonce.com Updates (November 6)

Klaudia//November 7, 2014
Beyonce took to Instagram to congratulate Kelly Rowland on her new baby:

"There's no better feeling than holding my beautiful nephew. I thank god for the honor of witnessing my sisters journey into motherhood. I've always dreamt of our little ones growing up together. I'm so thankful for our bond. Baby Ty, I love you so much. Congrats to my Spoons."


The singer also posted two new pictures on her website.

R.I.P. Yosra El-Essawy

Klaudia//October 26, 2014
Yosra El-Essawy, the talented photographer that captured Beyonce's sweeping Mrs. Carter Show World Tour, has unfortunately passed away at age 33. She lost her battle with Stage 4, inoperable esophageal cancer, which she was diagnosed during her time on the international tour.

Beyonce took to her website to pay tribute to the photographer:

"You will forever be embedded in the hearts of all you have encountered.

May you rest in perfect peace."

The singer also posted a few pictures in honor of Yosra on Instagram.

Social Media: #EndBullying & Oscar de la Renta

Klaudia//October 23, 2014
Beyonce supported the #EndBullying campaign on Facebook:

"These children are so brave for speaking out and telling their personal stories of being bullied in order to help change the world."


On her website, she paid tribute to Oscar de la Renta, who recently passed away:

“I’ve lived every day to the fullest, and I’ve had a marvelous time. I’ve tried to be nice to the people I care about, and ignore the ones I don’t. I enjoy what I’ve done.” – Oscar de la Renta

July 22, 1932 – October 20, 2014

Beyonce.com & Instagram Updates (October 18-19)

Klaudia//October 19, 2014
Beyonce shared new personal photos on her website and Instagram.


Also, a new film released by Chime for Change was posted on Beyonce.com:

Humaira: The Game Changer, was directed by Oscar-winning filmmaker Sharmeen Obaid-Chinoy. In her second film, Ms. Obaid-Chinoy chose to focus on 27-year-old education advocate, Humaira Bachal. Ms. Bachal’s story was first told in Humaira: The Dream Catcher, which reflected on Humaira’s path to building her “Dream Model Street School” in the slums of Karachi, Pakistan, where education for girls is a taboo and the literacy rate among girls is only 15 percent.

Beyonce.com: Day Of The Girl & Malala Yousafzai

Klaudia//October 10, 2014
Check out the two new posts from Beyonce's official website below!

"Today, alongside Chime for Change we commemorate ‪‎Day of The Girl‬ by highlighting some of the many impactful initiatives that have taken place over the last year.

#‎ChimeIn‬ for a girl who inspires you because together, we have the tools to create real impactful change for girls all over the world."


"Today, the Nobel Peace Prize was awarded to India’s Kailash Satyarthi and Pakistan’s Malala Yousafzai for their ongoing work against the suppression of children and for young people’s rights, including the right to education. At just 17, Malala is the youngest person to ever win the Nobel Peace Prize.

Congratulations, and may you both continue to be the inspiration the world needs."

Beyonce.com: New Merch & Geoffrey Holder

Klaudia//October 9, 2014
The Beyonce Online Shop was updated with five new items: Yonce Sweatshirt, Flawless Long Sleeve T-shirt, Scribble Tee, Beyoncé Beanie and Beyoncé Snapback. The new merchandise is also available on Shop Spring along with an exclusive Green Cake by the Pound Sweatshirt.


A few days ago, Beyonce wrote a post dedicated to Geoffrey Holder, who recently died:

"Geoffrey Holder was a man with as much talent as he had charisma. May he rest in absolute peace.

-B"