How Esquire Digital uses Metricool to manage social media for 100+ law firms
Esquire Digital is a US-based digital marketing agency working with law firms across the country. They previously managed all their clients’ social media manually: posts published on the fly, client credentials shared across the team, no time for strategy.
At around a hundred clients, that system was no longer sustainable. The shift came when Metricool became part of their daily work. With Metricool becoming part of their day-to-day, things started to change.
As soon as we hit a critical point in the number of clients, that process just didn’t work. We can’t manage clients from memory or write things down on a Post-it note.
Brad Wetherall, COO, Esquire Digital
What changed when they found Metricool
The shift happened quickly once Esquire Digital moved to Metricool.
Credentials centralized. Content that used to go out day-by-day was now mapped out months in advance. The team stopped scrambling and started planning.
Metricool really allowed us to transform our business from being largely reactive to being much more proactive. Our social media team now spends their time on strategy — what are we going to post, when are we posting it — and we queue one to two months of content in advance.
Brad Wetherall, COO, Esquire Digital
From reactive to proactive: getting ahead of the content
The first thing that shifted was the scheduling. Instead of posting reactively — whenever a client called, whenever something happened — the team could sit down, plan out what was going out and when, and queue it all up. One to two months of content, done in advance.
For the legal industry, that shift matters. Esquire Digital runs two types of content for their clients: event-driven posts that capitalize on media appearances, and a steady cadence of educational content — the kind that answers the questions people actually search for. With a scheduler, both can be planned deliberately rather than rushed reactively. And across six platforms — LinkedIn, Facebook, Instagram, TikTok, YouTube, and X — that kind of consistency is hard to maintain without a system.
From data to decisions: reporting and the API
As their confidence in the platform grew, so did how they used it. Esquire Digital connected Metricool to Looker Studio, blending social media data with Google Analytics and the PR coverage they generate for clients. Suddenly they had one view across everything — and something concrete to bring to every client conversation.
The data also settled some internal debates. Were holiday posts worth it? Was educational content actually performing better? It turns out a post explaining what happens if a client gets a second DUI consistently outperforms a Happy 4th of July. The reporting made that visible — and gave the social media team a clearer brief for what to create next.
Then came the API. The team uses it to generate social posts directly from the blog articles their content team writes for clients. A social media manager reviews and approves each one before anything goes live — the automation handles the repetitive work, the human handles the judgment calls.
Before Metricool
After Metricool
Proving ROI to clients with data,
turning data into client confidence
The analytics became central to client retention. Esquire Digital uses Metricool’s reporting alongside Looker Studio to build before-and-after dashboards for each client — showing exactly how their social media presence has grown since working with the agency.
Being able to show clients a dashboard that says “here’s where you were, here’s where you are now” tells a story with data. It helps us refine strategy, and it gives clients confidence in what we’re doing.
Brad Wetherall, COO, Esquire Digital
+6 platforms
18 managed per client
2 months
content planned and scheduled in advance
I don’t know why anyone would be hesitant. We need to work smarter, not harder. If you’re not using Metricool, I’d challenge you to have a look — because I think you’ll be happy that you did.
Brad Wetherall, COO, Esquire Digital
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