Final answer:
An apostrophe is used to indicate possession with nouns. For singular nouns, add apostrophe and -s. For plural nouns, add apostrophe after the final -s or, if it doesn't end in -s, add apostrophe and -s.
Step-by-step explanation:
An apostrophe is used to indicate possession with nouns. For singular nouns, you add apostrophe and -s, like 's. For example, 'Jack's brother is my sister's coworker.' When the noun is plural and does not end in -s, you add apostrophe and -s. For example, 'Social media's effect on contemporary life cannot be underestimated.' When the noun is plural and ends in -s, you just add an apostrophe after the final -s. For example, 'American households' incomes have grown since the 1970s because more women have entered the workforce.'