From an article in the Fort Worth Star Telegram

Every weekday morning when Billy Sanez arrives at American Airlines corporate headquarters, he powers up his computer and logs on to the Internet for an hour or so. But he isn't idly surfing the Net on company time. This is part of his job.

Sanez, who speaks five languages, visits various Web sites and search engines such as Google and Yahoo. He receives e-mail alerts. He peeks into chat rooms, checks on bloggers and peruses bulletin boards in a routine that might be likened to a global version of Neighborhood Watch.

His mission is to see what people around the world are saying about American and to flag anything the airline might have to address.

It is part of what's called online reputation management.

http://www.dfw.com/mld/dfw/business/16102478.htm