1. A method comprising: receiving a feed item, the feed item being displayable in a feed of a social networking system implemented using a database system, the feed being displayable on a display device; processing textual content of the feed item to detect a designated keyword in the textual content, the designated keyword associated with a data record creation rule; responsive to detecting the designated keyword in the textual content of the feed item, automatically: causing a data record to be created as a data object in a database of the database system, the created data record being accessible via a cloud-based computing services environment; identifying information of the feed item or of one or more feed items associated with the feed item related to the created data record; determining that the created data record is related to a first customer relationship management (CRM) record of a CRM system; and causing one or more data fields of the created data record to be populated with the identified information of the feed item and information of the first CRM record.