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Specialist author on social media and online marketing

The author.

Writing is how I test whether I have actually understood something. If it cannot be explained in plain sentences, I usually have not grasped it properly myself yet.

Florian Hieß, specialist author
Photo: David Johansson

Publications

Where I
publish.

The most substantial text of mine is in a specialist book: together with Carina Kröpfl I wrote the chapter Community-Management for the Handbuch Social-Media-Marketing, edited by Prof. Dr. Christopher Zerres and published by Springer Gabler.

Book cover: Handbuch Social-Media-Marketing, edited by Christopher Zerres, Springer Gabler
  • Chapter: Community-Management, pages 467 to 484
  • Co-author: Carina Kröpfl
  • Book: Handbuch Social-Media-Marketing, edited by Christopher Zerres
  • Publisher: Springer Gabler, Wiesbaden 2024
  • ISBN: 978-3-658-45783-9 (print), 978-3-658-45784-6 (e-book)

The handbook is an edited volume with contributions from research and practice. My part covers community management as an operational discipline: how to organise response times, prepare escalation paths, define tone of voice and structure the workload so a small team can carry it.

Articles in industry media

  • HubSpot blog: including messenger marketing: definition and use cases
  • UPLOAD Magazin: articles on digital marketing and online communication
  • t3n Magazin: specialist articles from the online marketing field
  • Ryte Magazine: articles with an SEO focus

Further publications

  • Five content ideas for your social media editorial plan
  • How to set up your marketing funnel. A guide for beginners
  • Five tools for finding influencers for your marketing
  • How this web design agency got hit by an unnatural links penalty
  • Five companies that pushed the right buttons with their chatbots

Own formats

Alongside that come content for the Digital Wings knowledge section, materials for workshops and university courses, and regular professional posts on LinkedIn.

Frequently asked

About writing.

Do you write guest articles for other publications?
Yes, when the topic and audience fit. It works best when I can write about something I am actually implementing at the time. That keeps the text concrete rather than generic.
Are you a book author?
I am a chapter author. The Handbuch Social-Media-Marketing is an edited volume by Christopher Zerres; together with Carina Kröpfl I wrote the chapter on community management. There is no book under my own name.
What is your book chapter about?
Community management as an operational discipline: response times, escalation paths, tone of voice and how to organise the workload so a small team can carry it. Published 2024 by Springer Gabler, pages 467 to 484.
Do you do ghostwriting?
Content strategy and editorial support, yes. Pure ghostwriting under someone else's name, no.
How did the book chapter come about?
Christopher Zerres was looking for practitioners to write on their own field for the handbook. Community management was our topic, because we do it every day at Swat.io.
Where can I get the book?
Through booksellers or directly from Springer Gabler, under ISBN 978-3-658-45783-9. As an e-book under 978-3-658-45784-6.
Do you write regularly?
Not to an editorial calendar. I write when I have found out something that goes beyond the individual case. Shorter pieces on LinkedIn come more regularly.
How long does a specialist article take?
For a blog post with my own analysis, one to two days. For the book chapter, several weeks spread over months. Specialist books have different standards of evidence.
Can I republish one of your texts?
With a source credit and a link, gladly. For full reproductions or translations, please ask first.
Do you use AI when writing?
Of course. Anyone not using AI today has missed the train. For research, briefing preparation, structuring, first drafts and much more I use AI, connected to my tool data via MCP and fed with a lot of personal context.

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