And how.
Most queen bees / alphas are narcissistic. If they weren't, they wouldn't be so obscenely competitive.
And "impression management", aka PR, is a common focus of the more sophisticated narcissist - they can appear to be quite nice, as long as you aren't in their way / don't have something they want / haven't seen through them.
In fact, that's a weapon in itself. Many people are at least mildly narcissistic, so if someone is nice to them, they consider the person to be universally nice. The idea that such niceness may be selective, or may even be a ploy, never occurs to them. Which allows the alpha to use her "fanbase" to discredit her victims quite neatly... "she can't possibly be mean to you, she's always nice to me!"
(Edit in: this is why the "Waitress Test" exists. Watch how the suspected narcissist / "alpha" treats those of lower perceived social status, or those in service jobs such as waiters and cashiers, or her subordinates, who have no recourse against abuse. If she's abusive to them, she's abusive period, no matter how nice she is to those she wants to impress.)
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"I believe you find life such a problem because you think there are the good people and the bad people," said the man. "You're wrong, of course. There are, always and only, the bad people, but some of them are on opposite sides."
-- Terry Pratchett, Guards! Guards!