My work alerts are very granually defined.
On Personal alerts though I gave up the granular filtering a long time ago, real people in my contact list all go through without any specific rules, and I'll actually tell people to stop sending me links to facebook rants in the middle of the night.
Some of the companies and automated services have special rules (my bank, Google account alerts etc.) to let notifications through, but by default I won't allow any service to have notification bells, mail and SMS are silent as well.