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The Observer newspaper in the UK published a report indicating that Justin Bieber is more influential in the social networking sphere than Barack Obama or The Dalai Lama. According to Jan Hoffman of The New York Times, part of Bieber's appeal stems from his YouTube channel. Long before he released his EP, My World, in mid-November, the YouTube videos attracted millions of views." Braun recognized the appeal. Prior to flying him to Atlanta, Braun wanted to "build him up more on YouTube first" and had Bieber record more home videos for the channel. "I said: 'Justin, sing like there’s no one in the room. But let's not use expensive cameras.' We'll give it to kids, let them do the work, so that they feel like it's theirs," recalled Braun. Bieber continues to upload videos to the same channel and has opened a Twitter account, from which he interacts with fans regularly; his account was reported in November 2010 to have over 6 million followers. The accounts also serve marketing purposes; for example, Bieber's music video for "One Time" only began selling quickly after it was uploaded to YouTube.
Usher comments that while he and Bieber were both signed at the same age, "I had the chance to ramp up my success, where this has happened to Bieber abruptly." As a result, Usher, Braun, Bieber's bodyguard Kenny, and other adults surrounding Bieber constantly coach him on handling fame and his public image. After signing Bieber, Usher appointed one of his former assistants, Ryan Good, to be Bieber's road manager and stylist. Good, once nicknamed Bieber's "swagger coach", created a "streetwise look" for the singer which consisted of baseball caps, hoodies, dog chains and flashy sneakers. Amy Kaufman of The Los Angeles Times comments, "Though a product of a middle-class suburban upbringing in Stratford, Ontario, Bieber's manner of dress and speech ("Wassup man, how you doin'?" or "It's like, you know, whateva' ") suggest he's mimicking his favorite rappers."
Bieber is often featured in teen magazines such as Tiger Beat, and has been labeled a "teen hearthrob".
Bieber is a practicing Christian.
Bieber has released a collection of nail varnishes with OPI to raise awareness for charity.

Crowd control problems

Bieber performing in front of a crowd in September 2009

Bieber's popularity has caused safety concerns. While promoting My World, Bieber was scheduled to appear at Long Island's Roosevelt Field Mall, but the performance had to be cancelled. The event got out of control, and over 35 units from the Nassau County and Garden City police departments had to be called in. Several fans received minor injuries. The police arrested an Island Records senior vice-president, James A. Roppo, reportedly for hindering the police's crowd control efforts by not sending a timely message on Twitter as instructed by the police. James Roppo pleaded not guilty to all charges. On March 24, 2010, Bieber's manager, Scooter Braun, was arrested on one count of second-degree reckless endangerment and one count of second-degree criminal nuisance related to the incident. Braun pleaded not guilty to both charges and was later released.
On April 26, 2010, a scheduled promotional performance was cancelled by Australian police after several girls were injured in a crowd crush. Bieber was scheduled to sing three songs for the Channel Seven program, Sunrise. In a Twitter message after the incident, Bieber said: "I want to make this clear... I don't cancel." Bieber's tweet continued, stating: "I woke up this morning to the police canceling the show for safety reasons. I'm very happy about the welcome and the love from around the world, but I want everyone to still remember my fans' safety comes first. At the end of the day I want you all to enjoy the music.". The incident did not deter Justin Bieber from scheduling a five-city tour in Australia, as announced on December 2010.

Target for critics, pranksters, and parodies

Bieber has often been criticized for looking and sounding younger than his age, his teen-pop music, image, and frequent media attention. He has been a frequent target for internet bloggers and message board posters—notably by users of internet message board 4chan, users of YouTube, and various Facebook groups. Pranks have included a successful campaign to push "Justin Bieber Syphilis" to the top of the Google Trends Hot Searches list; hacked YouTube videos that were altered so as to redirect users to adult websites or trigger pop-up messages saying that Bieber had been killed in a car accident; his Last.fm photograph being changed to pornographic images; various rumors circulated, from rumors that Bieber had died, joined a cult, or even that his mother was offered $50,000 to pose topless in Playboy magazine—none of which were true. This all forced the affected companies to update their security protocols to reverse the damage, and Bieber himself tweeted to fans reassuring them that he was still living and that false rumors about his mother "just grossed and weirded [him] out."
Most notable was the campaign to send Bieber to North Korea as part of his world tour (entitled My World Tour). This was carried out in part by 4chan, digg, and reddit users voting for the country on the tour's website, for the free competition to nominate a bonus country for the tour—the second-placed country being Israel, which presumably was voted for by Israelis genuinely wishing to attend the concert. It is highly unlikely that Bieber would actually have been given permission by the North Korean government, or concert organizers and management, to enter the country. Universal Music Group has denied any involvement in a poll that became the target of an online prank. A spokesperson for UMG told BBC News that it was a "hoax" but declined to give any further comment. Nick Collins of The Daily Telegraph speculated that "Bieber's character also appears to strike a particularly sour note with his Internet critics, with many remarks commenting on his youthful appearance, his teen-pop songs, his image as a heart-throb to young teenage girls and his manner of speech".