Brandweek has published an interview with Brice Ertmann, Toyota's corporate manager of consumer-generated media (there is that phrase again):

When bloggers write smack about Toyota, Bruce Ertmann is there to read every word and, in some cases, respond. As corporate manager of consumer-generated media at the Torrance, Calif.-based automaker, Ertmann constantly trolls the Web to see what people are saying. This includes both the gray anonymity or the way-too-public blogger world, and not just the good and the bad, but also the ugly. Although other car companies also have people who track and write blogs, Ertmann's title is believed to be the first in the U.S. auto trade.

The interview is decent, and shows how often the 'voice' of a corporation online falls to one person.