President Wilson in a talk before the press club in New York said “Force can sometimes hold things steady until opinion has time to form, but no force that was ever exerted, except in response to that opinion, was ever a conquering or predominant force”.

Media is a powerful source and its coverage is increasing day by day. It is playing a vital role in bringing misleads in front of the people. Role of media in hosting industry doesn’t seem to be so much prevalent. Uptil the companies have been taking their activities as granted. There was nobody who can criticize them for their deeds. But with the need the growth of groups, forums, review and rating websites started taking place, playing the role of online media.

Hosting companies enjoy their freedom of being online. Now, different countries are coming up with cyber laws to curb misleads of any of such company. In the absence of any centralized regulatory, companies in few of the counties cannot be corrected by law, as cyber law in their land is not so strong.

The activities of the online media in this regard are significant and striking. Hosing community preconceived attitude is intensified and weakened by the information, reports and news provided by the media. Radical change the online media has provides is that the visitor’s of the website is informed and cannot be ignored or fooled in a continuing manner. Online media has also forced the hosting companies to understand the growing awareness of customers and their vital opinion.

It is obvious that everybody runs its company to earn profits. In Hosting industry this profit % varies from company to company. Very few companies do share the information about their investment, cost incurred to maintain the standards, % of returns and whether it is reasonable. The keep their business information secret and sometimes becomes a reason of conflict with their customers.

In this competitive world, businesses are cutting their profit margins to gain new customers and regain old ones. They try to settle down the customer’s mind towards the low price per utility. Pretend them as transparent by providing full disclosure. Extensive use of mass communication technologies has forced hosting companies to become more responsible. The voice of customers have become more audible and there is acceleration the process of speedy and multiplication of ideas.

Rising price levels heightened economic activity, but in hosting industry prices have been decreasing with increase in resources and world has changed from traditional markets to online markets. Increase in competition has brought speediest upward economic swing, amalgamation of big business into bigger and better business. Hosting companies do recognized the need to persuade hosting community on which their business and goodwill is depended.

Hosting companies started the development of attitude, directions and even policies to build goodwill and understanding among hosting community members, integrated with each other. They have realized that with changing conditions and times public interest changes and to anticipate this business must change with change in policies and actions.

Facts, thoughts and meaning are conveyed through n-number of websites developed to rate and review hosting companies. To express and mold opinion, the number of review and rating websites has outnumbered the hosting websites. These websites behave like leaders and want to control their followers through intimidation and persuasion. Initially, the websites were in the form of forum sites and gradually converted to review and rating websites.

All attempts to influence and control opinion are conditioned by the fact that visitors had not yet acquired knowledge about the latest developments and news of the company. Everybody tries to share their own opinion based on their experience, few of them seems to be logical, rest appeared to try to build reputation and importance through their own literature and promotional sales plans. The websites inviting reviews, ideas and opinion have a acute sense of public relationships.

The Hosting companies hold the authority of such websites and pay attention to the activities done by them.

Shakespeare called opinion “the mistress of success” and French Philosopher Blaise Pascal called it “the queen of the world”.

Hosting community has taken it actively to contribute their opinions on different websites. Most of these review and rating hosting websites are controlled and owned by the hosting companies, which is also a concerning issue. Using them, the hosting companies obtain free publicity and prestige. Questions can be raised, when it is being propagandized that unbiased reviews and opinion can be found on their website. Not all the websites, come under it, there are websites whose policies are influenced by their audience and public opinion. These means of communication are used with definite theme, objective and strategy, to reach public opinion.

Abraham Lincoln in his words said “public sentiment is everything; with public sentiment nothing can fail; without it nothing can succeed”.

Up-till Hosting Company practices were secret, very little opinion on their ethics were in existence. But as the complexities of hosting a website diminishes, there was speed up in communication and it has made public opinion as a growing concern in the industry.

Change in technology has provided the climate of constructive change. Hosting customers are more knowledgeable and are aware of their rights and share experiences and opinion on the online media. This also has lead to the brutal competition among hosting companies. To score over the competition, companies started building large units by taking over small companies. To mold the opinion in their favor they started hiring people solely for the purpose of writing positive reviews, comments and ideas on different websites. Most of the small hosting companies, which depend on any extent upon advertisements, take it as a mode of free advertisement. SiteGeek openly express its worries about the effects of such activity. It is a kind of unjust to the rest of public. Such biased reviews or comments destroys the goodwill of the reviewing site, begets distrust and reduces its value and a well founded suspicion that a site is the property of the hosting company. Although, the Hosting company employees do paint attractive pictures and present only favorable facts, it shows that companies do recognize “how vital favorable opinion is” and are compelled to put their efforts in bring it.

Conclusion: Customer interest has become a dominant force as companies are exposed to continue scrutiny, criticism and constructive actions.