“I can’t write without a reader. It’s precisely like a kiss—you can’t do it alone.”
—JOHN CHEEVER
I’ve had many authors ask me about street teams, so I’d like to go over my personal experience with them and take you through the steps of building one.
First off, a street team is a dedicated group of readers who like your work and are interested in helping promote your books. Your relationship with your street team should be mutually beneficial. The readers get to hang out online with the author and receive exclusive material, and the author gets the power of promotion to help share new releases, giveaways, and special events. This is done mostly on Facebook, where access is easier than e-mail lists or Yahoo groups.
When I began to gather readers who would make up my street team, I decided I wanted to grow the group slowly and organically. I didn’t want to add a bunch of people in a mad dash to increase my numbers. I wanted the group to be made up of readers who truly loved my work, wanted to help me promote, and were reliable for feedback, brainstorming, or commiseration.
I began with ten readers. I had no specific number in mind for my final goal. My intention to grow the group revolved around recruiting quality members who were excited to be there, and not solely for prizes or giveaways.
I set up a Facebook group page and put my assistant in charge of it. My assistant’s main task was to make sure the group ran smoothly. She would also set up giveaways, polls, contests, and help me stay on top of posts. She was not a substitute, though, and when I committed to the street team, I decided to make it a priority to hang out there, regularly post (except for when I’m stuck on a deadline), check in with members on what they are doing or reading, and share new release information, book sales, excerpts of my manuscript, cover reveals, and hold brainstorming sessions regarding my current works-in-progress. I wanted the page to be a fun, dynamic, and always positive place.
I distributed some swag to welcome the original members. I asked them to pick a name they liked for the group, and they chose “The Probst Posse.” I put a tab on my website that allows people to request to join the group. Occasionally, I’d give the page a shout-out in my newsletter or on social media, but I never heavily advertised or pushed to grow my member list.
I now have over one thousand members.
Not all of them are active. Some like to pop in when there is an event going on; others are regulars. I embrace them all, and try to keep the page fresh and fun for everyone. While writing Searching for Mine, I was stuck on a plot point for my hero, Connor, and I went to my Posse for suggestions. Within an hour, I had over fifty ideas sketched out, and I was able to streamline my story within the next few days. I gave personal shout-outs in the book to the members who provided ideas that I used.
While writing Searching for Disaster, I wanted names for two puppies. Immediately, my feed filled with wonderful suggestions. I picked my favorite and thanked this member in the book.
This is a way to get really personal with readers on your own terms.
Sometimes, I also give out advanced reading copies for beta readers and hold exclusive events just for my street team. For my most recent release, Everywhere and Every Way, I held my first official book club meeting. Readers asked detailed questions and we discussed the book at length. I also gave away some signed copies.
If you are interested in building a street team or already have one, make sure you engage with and bring new ideas to the group. I found one important item during a reader poll that really helped solidify the purpose of the group.
Members are not there for the giveaways.
Yes, the ones who subscribe to your newsletter so they can enter to win a prize—and then quickly drop out—don’t have your best interests in mind. But the majority of members are there for the personal interaction with the author. Remember how I talked about interacting with readers? And how as an up-and-coming writer I craved that contact with my favorite writers? Reader interaction is important.
In this case, it helps to think like a parent: Like your children, sometimes readers don’t want a cool pen or signed bookmark. They want quality time. That is, they want to talk to the author, ask a question, or find out what you did over the weekend. Give readers quality time and they will be loyal and supportive. When my street team begins promoting a new release, I always see a jump in my rankings within the day.
You can run a street team in whatever manner works for you. You can start small and grow. Just keep the group personal and a safe place to hang out for everyone. This means no bullies, mean people, or trolls. I’ve only had to block two members in the past several years, and I’ve never had a problem with negative comments.
I know authors who are very comfortable posting personal pictures on their street team pages. Some don’t. There are no rules, except the ones you set up for yourself.
In this new digital world of competition, our readers are treasures. Honoring readers by giving them their own space with you is something they appreciate, and it’s a way you can give back.
If you’ve been thinking about creating a street team, stop thinking and get it done. Start with a few core readers who have posted positive reviews. Create a page, ask them to come up with a cool name, and begin interacting. Let it grow slowly; that way, you won’t get stressed out. If you already have a street team, come up with one new idea for the group that your readers will like.