1. A method comprising: receiving a message including an identification of a record stored in a database in an on-demand service environment, the identified record being selected for inviting one or more users to follow updates to the record, the updates capable of being stored as feed items in one or more feed tables in the database, the feed items capable of being published in an information feed displayed on a display device; receiving a message including an identification of one or more user profiles to invite to follow updates to the identified record in the on-demand service environment; generating an invitation message including an indication of the identified record; and sending the invitation message to the identified one or more user profiles.