1. A database system implementing an enterprise social networking system for use in a customer relationship management (CRM) environment, the database system having one or more databases storing data objects, the database system configurable to: process data representing a workflow for automatically causing a following relationship to be established in the enterprise social networking system between a user and one or more of a plurality of CRM records stored in a database of the database system, the workflow configured at least in part by one or more selections received at the database system from a user device, the one or more selections defining one or more conditions; determine, using the database storing the CRM records, that one or more properties associated with a first CRM record satisfies the one or more conditions; automatically cause, responsive to determining that the one or more properties associated with the first CRM record satisfies the one or more conditions, a first user to follow the first CRM record in the enterprise social networking system, the following of the first CRM record by the first user enabling or causing updates associated with the first CRM record to be shared in a first feed of the enterprise social networking system, the first feed being receivable by a first user device of the first user to cause display of the updates associated with the first CRM record; store or update a data object in a database of the database system to identify the following of the first CRM record by the first user; and cause display of information based on the following of the first CRM record by the first user on a display of the first user device of the first user.