Techniques and mechanisms are provided for inviting users to follow records in an on-demand database service environment. In some embodiments, a message is received at a server. The message includes an identification of a record stored in a database. The identified record is selected for inviting one or more users to follow updates to the record. The updates are capable of being stored as feed items in one or more feed tables in the database. The feed items are capable of being published in an information feed displayed on a display device. A received message can also include an identification of one or more users to invite to follow updates to the identified record in the on-demand service environment. An invitation message including an indication of the identified record is generated and sent to the identified users.