Marcus Collins oversaw Beyoncé's digital ads and social media for a year.Marcus Collins; Kevin Mazur/Getty Images for Parkwood; Alyssa Powell/BIMarcus Collins shares the major lessons he learned helping Beyoncé to bring her fan base online.Collins said Beyoncé's platforms didn't perform as well as expected in the beginning.One lesson was the importance of facilitating an existing community instead of building a new one.This as-told-to essay is based on a conversation with Marcus Collins, author, and professor at the Ross School of Business, University of Michigan.