1. A database system comprising: at least one database storing customer relationship management (CRM) records as data objects; and at least one server having at least one processor capable of executing instructions configured to cause: identifying a plurality of the CRM records associated with business activities of an organization, the CRM records associated with users in the organization at a first level of a hierarchy of the organization; identifying one or more users to invite to follow updates to the identified CRM records made by the users at the first level of the hierarchy of the organization, the updates to the identified CRM records stored as data objects in the at least one database, the one or more users being identified as associated with the organization and at a second level of the hierarchy of the organization for a specified time range, the second level being at a lower level of the hierarchy of the organization than the first level; and sending an invitation message to the identified one or more users to invite to follow the updates to the identified CRM records.