Rihanna is a pop artist. Beyonce is an R&B artist. Period. Beyonce just happens to be so much of a huge important queen that she is a "pop star" by default because of how popular she is.
"Beyonce doesn't focus on selling singles"
Is that why she continuously releases them and still flops?
Release them and then let them do whatever they will. It's quite obvious. She went from doing 10 live performances, radio deals & inteviews, appearing on late night/talk shows for ONE song to releasing an entire album at one time.