 Solution

Choose the local positive $\tilde{z}$ axis along the classical spin. For nonzero field, a proper rotation isIt preserves the Spin commutation relations and turns the field term into $-H_{f}S{\sum }_j{\tilde{S}}_j^z$. At zero field choose the classical direction $+x$, so $s=1$. Expanding about the original $z$ axis without this rotation would put the reference state away from the classical minimum and would not give a controlled small-deviation expansion.

To the required order,The longitudinal exchange gives $-J{S}^2+JS(n_j+n_{j+1})+O(S^0)$ on each bond. The transverse exchange givesFinally the field contributes its classical constant and $H_{f}S{n}_j$. Each site belongs to two bonds, so after removing the order-$S^2$ constant,These are the order-$S$ terms; the discarded products of number operators and the next square-root terms are order $S^0$ for occupations held fixed as $S\to \infty$. A different transverse-axis phase can reverse the sign of $B$ without changing the spectrum, but the sign above follows from the stated rotation and oscillator convention.