It's that time of the year again where we sit in awe of all the beautiful celebrities as they make their way down the red carpet wearing the dresses we'll never have; it's the month of guilty pleasures, it's award season.

In the space of two weeks, the biggest award ceremonies on earth happen; The Grammys, The BRIT Awards (ok, that one's maybe not the biggest on earth, but definitely in the UK) and The Oscars. The Grammys have been and gone and the Oscars are happening at the end of the week, which leaves us with The BRITS taking place tonight. I particularly enjoy The BRIT Awards because the UK has some incredible talent and the winners are voted for by the public, not a set of judges.

There has been a huge amount of hype on Twitter and other social media platforms on who should win a BRIT Award, so it was only right to use our client's social media monitoring tool, Meltwater Buzz, to look at which artists dominated online conversations and generated the most "buzz".

We looked at the following four categories to analyse online conversations across Twitter, Facebook, blogs, forums and other social media sites to see how much talk each artist had created since the nominees were announced at the beginning of January; Best British Group, British Breakthrough Artist, British Female Solo Artist and British Male Solo Artist.

In relation to Best British Group, Coldplay was a clear winner generating 43% of the online buzz in relation to the BRIT Awards, unlike Chase & Status who only accumulated 7%. I quite like Chase & Status and was surprised at the lack of chatter around them, what with them being a band with a considerable fan base. It just goes to show that with awards like this, where it's up to the public to decide the winners, your vote really does count.

Online conversations on the Best British Breakthrough Act showed no clear favourite; Jessie J, The Vaccines and Anna Calvi were all being talked about a lot in relation to winning the BRIT award, with Jessie J just ahead of The Vaccines with 29%. Jessie J again generated a lot of online buzz for the Best British Female Solo Artist nomination, dominating conversations with 35% of the buzz.

Surprisingly Adele, with her recent success in winning six Grammy Awards, generated the least amount of online buzz with only 6% of the public talking about her. Is this due to it being no surprise that she's been nominated or is it just that her talent speaks for itself?

What has surprised me is the lack of buzz around Emeli Sandé... As the winner of the Critics Choice Award and with her album release this week, I thought she would generate a lot more talk being such a fresh talent.

Ed Sheeran is shown to be dominating the online buzz in relation to the Best British Male Solo Artist category, with 35%, followed by James Blake with 29%. Who is James Blake? I'm clearly out of touch.

Although social media gives us insight into the buzz that is generated around each artist, it cannot determine the winner. What it does do is generate a storm of speculation on who will be favourite to win tonight.

Watch this space.

Jen