Techniques are disclosed for distributing online content (e.g., news articles, blog posts, and the like) to a social media provider at a point in time determined based on topic maturity. One or more metrics are obtained from each of a plurality of social media providers. The metrics relate to a topic associated with a document for publishing on the social media providers. A measure is determined for each of the social media providers. The measure indicates when to publish the document on the social media provider based on the metrics associated with that provider. Upon determining that the measure exceeds a threshold for at least one of the social media providers, the document is published to the social media provider.