Many diarists, including those who occupy the front page, are confused about ‘its’. I hope this exceedingly short diary will clear things up for them.
You can use
it’s
under one condition only: use it in exactly those places where it would be okay to use ‘it is’ to say the exact same thing. Never use it unless you could have used ‘it is’ instead.
You can use
its’
under zero conditions. It is not a word.
In all other cases you should use
its
Thank you.