1. A database system comprising: at least one database storing a plurality of 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 at least one of the CRM records as satisfying at least one criterion, the at least one CRM record being followed by at least one of a plurality of users of the database system, the following permitting activities and updates tracked in the database system in relation to a CRM record to be presented as data items in a user interface providing access by a user following the CRM record to information related to the CRM record, the user interface capable of being generated on a display of a device operated by the user; designating, responsive to identifying the at least one CRM record as satisfying the at least one criterion, the at least one CRM record to be unfollowed by the at least one user, the unfollowing preventing the presentation to the at least one user of activities and updates in relation to the at least one CRM record; and storing data in the database system to indicate the unfollowing of the at least one CRM record by the at least one user.