Salesforce.com Style Guide for Documentation and User Interface Text

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Object

Use instead of database table in UI text and documentation.

Capitalize each column heading in a table, the first word of each column entry, and proper nouns. However, don't change the capitalization of objects, methods, calls, or other language constructs, such as the Account object or create().

Objects, calls, methods, soap headers, and any code element should retain its case, even if placed at the beginning of a sentence or heading. If necessary, consider rewriting a sentence that begins with an element in lower case so that the element is not the first word. Headings in reference documentation often contain elements, and the elements must retain their case.

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