VirusHead - Mutating bits of contagious discourse, because language is a virus.

This post is the first in a series called “Public Service Announcement.”

“It’s” is a contraction, not the possessive form of “it.”
“It’s” stands for “it is,” as in “it’s an example of ignorance.”

If you want to convey the possessive, drop the apostrophe.
Example: Its fur is soft.
This example conveys the idea that the fur, which belongs to it, is soft.
If you write “it’s fur is soft” you are incorrect. (It is fur is soft?)

Conversely, if what you mean to say is a contraction of “it is,” the apostrophe must be in there.
If you write “its driving me crazy” you are incorrect.

This has been a public service announcement.