The document discusses how law firms can use storytelling and content marketing on social media to define their brand and connect with clients. It notes that while law is based on logic, branding and business development are about relationships. It recommends that firms tell authentic, relatable, unique, and shareable stories through a variety of media formats to engage clients and stand out from competitors in an environment of information overload. Firms should focus on storytelling about their clients, themselves, and their work through visuals, titles, and human stories to build their brands and drive business results.