1. A system comprising: a database system implemented using a server system comprising at least one hardware processor, the database system comprising at least one database storing a plurality of customer relationship management (CRM) records of a CRM system as data objects, the database system configurable to cause: applying at least one criterion to at least one attribute of the CRM records, the at least one criterion defined by a rule configurable only by a user having a designated access permission, the rule specifying: one of a plurality of types of CRM records, a value, and an operator; identifying, responsive to applying the at least one criterion to the at least one attribute of the CRM records, at least one of the CRM records as being of the specified type and having a field indicating data satisfying or not satisfying the value and the operator, at least a first one of a plurality of users having a following relationship with the at least one CRM record, the following relationship maintained, using the database system, to cause notifications of activities and updates generated by other ones of the users in relation to the at least one CRM record to be shared in at least one feed of the CRM system and tracked as feed items of the at least one feed using the database system, the at least one feed configured to cause the notifications of the activities and the updates in relation to the at least one CRM record to be displayed to the first user in a user interface on a display of a device operated by the first user, the user interface providing access by the first user to information related to the at least one CRM record; designating, responsive to identifying the at least one CRM record, the at least one CRM record as being unfollowed by the first user, the unfollowing terminating or suspending the following relationship to prevent the display to the first user of the notifications of the activities and the updates in relation to the at least one CRM record; and storing or updating data in the database system to indicate the unfollowing of the at least one CRM record by the first user.