What's a street team? And how do I set one up?

As you're getting ready to launch your book (or product, or store, or baby), you already know a few people who've said "let me know how I can help." Maybe you've done the same for colleagues before, and now it's your turn to ask. We often advise clients to set up a shared folder or web page where they can direct their "super fans" and engaged colleagues — what we call the street team.

What is a street team, exactly?

A street team is a group of people who "hit the streets" to promote an event or product — a standard line item in marketing budgets across entertainment, music, tech, and consumer brands. For authors, the value is word-of-mouth: a Facebook ad telling me I'll love a book might not stop my scroll, but a quote graphic shared by a friend whose taste I trust just might.

How do I get started?

Don't assume you know everyone who wants to help — ask your full list and social following whether they're interested. Then:

• Set up a quick, free Google Form to capture name, email, and preferred social platform.
• Add the colleagues you've already helped, with their contact info, to the list.

Consider timing

When do you actually need help? Check with your publisher on the best window for a pre-order push — it often starts earlier than you'd expect, especially if you're aiming for a bestseller list.

Consider communication

How will you keep the team in the loop, and what will you give them?

• A dedicated Facebook group to share details as they happen.
• A special list in your email client so updates are easy to send.
• A "super-super fan" or three who can act as a phone tree — you brief them, they cascade to the rest.

What's the ask?

Put your requests on a timeline. A giant list all at once will overwhelm people; too many trickled-out asks lose steam as launch nears. You know your people — trust your gut. Common street-team tasks for a book launch:

• Pre-order on Amazon to become a verified purchaser.
• After pub date, review on Amazon (stagger these if you can).
• Respond graciously to critical reviews.
• Post a review on Goodreads — that one can start sooner.
• Share photos holding the book and what it means to them (#bookstagram).
• Call local libraries to request the book.
• Ask local independent bookstores to carry it.

What's in it for them?

You decide how to reward the team. An online course? A download? At minimum, a copy of the book so they can speak about it honestly.

What should you share with them?

The goal of your page or folder is to make sharing effortless. Stock it with a list of endorsements to copy and paste, sample posts (shorter for X, longer for Facebook, Instagram, and LinkedIn), an excerpt if you have bloggers on the team, and 5–10 branded quote graphics for social. For the ready-to-use templates, see our companion piece on what to share with your street team.