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for example, "thats nice", "dont go over there"
in most cases, "it's" vs "its" is not ambiguous (if it were, then the spoken representation of these words would have to sound different, but actually it sounds the same, implying that the listener can figure it out), so just use "its" for both cases (note: i myself often break my own rule here and use "it's", because it seems to annoy some readers so much, and also because some readers take this as a sign of a lack of understanding on the author's part, rather than assuming you are stupid rather than omitting the punctuation on purpose)
when there is ambiguity or when the spoken representation of these words would change, retain the apostrophe; eg never replace "we're" with "were"
