18. A computer program product comprising a non-transitory computer readable medium storing a plurality of instructions for controlling a processor to perform an operation of creating a custom feed for users of a database system, the instructions comprising: receiving one or more first criteria specifying which feed items are to be displayed to a first user, one of the one or more first criteria specifying that only feed items associated with added records below followed records be displayed, the records being in a hierarchical model of records stored in a database, the records being business records related to one or more business activities of an organization and being differentiated from a user's profile; identifying, by the database system, feed items of one or more selected objects that match the one or more first criteria, including determining a depth of a level of relationship between a record associated with a first feed item and a record associated with a second feed item, the first feed item and the second feed item being stored in the database, the relationship between records being one of a parent-child relationship and a grandparent-grandchild relationship; and displaying, to the first user, in the custom feed any feed items associated with added records below the followed records, the custom feed including one or more changes to the record associated with the first feed item and being accessible to the first user as a follower of the record associated with the second feed item, the record associated with the first feed item being added to the database and being one of a child record and a grandchild record of the record associated with the second feed item.
18. A computer program product comprising a non-transitory computer readable medium storing a plurality of instructions for controlling a processor to perform an operation of creating a custom feed for users of a database system, the instructions comprising: receiving one or more first criteria specifying which feed items are to be displayed to a first user, one of the one or more first criteria specifying that only feed items associated with added records below followed records be displayed, the records being in a hierarchical model of records stored in a database, the records being business records related to one or more business activities of an organization and being differentiated from a user's profile; identifying, by the database system, feed items of one or more selected objects that match the one or more first criteria, including determining a depth of a level of relationship between a record associated with a first feed item and a record associated with a second feed item, the first feed item and the second feed item being stored in the database, the relationship between records being one of a parent-child relationship and a grandparent-grandchild relationship; and displaying, to the first user, in the custom feed any feed items associated with added records below the followed records, the custom feed including one or more changes to the record associated with the first feed item and being accessible to the first user as a follower of the record associated with the second feed item, the record associated with the first feed item being added to the database and being one of a child record and a grandchild record of the record associated with the second feed item. 19. The computer program product of claim 18 , wherein the instructions further comprise: receiving, from a tenant, one or more second criteria specifying which changes are to be tracked for possible inclusion into a feed to be displayed; receiving data indicative of a change; analyzing the change to determine if the one or more second criteria are satisfied; if the one or more second criteria are satisfied, adding at least a portion of the data to a table that tracks changes for inclusion into at least one feed for a user of the tenant.