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Reserved Characters
The single quote (’) and backlash (\) characters are reserved in SOQL queries and must
be preceded by a backslash to be properly interpreted.
Reserved characters, if specified in a SELECT clause as a literal string (between single quotes), must be escaped (preceded by the backslash \ character) in order to be properly interpreted. An error occurs if you do not precede reserved characters with a backslash.
For example, to query the Account Name field for “Bob's BBQ,” use the following SELECT statement: