1. A method comprising: identifying, at a computing device, one or more records according to one or more designated criteria, the records stored in a database, the records being followed by one or more users in an on-demand database service environment such that updates to the records are 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 one or more devices associated with the one or more users; and discontinuing the following of the identified one or more records by the one or more users.