Is There An Optimal Time To Publish?
Something I see more and more content publishers and online marketers discussing is social publishing optimization. That’s a fancy phrase for knowing the best time to publish your content.
To be honest, I’m a bit skeptical of these approaches.
First, the best that one can hope for is to obtain a statistical analysis of readers’ online reading habits. If, for instance, you ascertain that 65% of your readers read your blog on Thursday afternoon between 2 p.m. and 3 p.m. EST, does that mean that is when you should publish? Or, maybe you should publish one hour before that time window begins?
Here’s the problem: By scheduling your social media posts for that “optimal” time you are forgetting the other 35% of your readers. I don’t think that’s wise.
Keep in mind that the nature of digital notifications, whether through RSS or social media, is that they allow readers to experience the content they want to experience when they want to experience it.
In other words, your Facebook fans can star you and/or Subscribe to your content and therefore read your posts when they want to read them. The same goes for your Twitter followers. Your RSS subscribers can read your blog at their convenience.
Granted, some users may not be able to effectively use the tools to determine your priority in their streams and on their walls, but do you think that will change when you post at the optimal time?
I’m not saying you shouldn’t measure your responses. Nor am I saying that attempting to measure when your content is being read is a waste of time. I am saying it’s not voodoo. Be wary of anyone who tells you that the optimal time to post your content is on a specific day at a specific time. You could be cutting off your nose to spite your face.
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