Просто следите за тем, что вы используете.
"This is my string."; // :-|
"I'm invincible."; // comfortable :)
'You can\'t beat me.'; // uncomfortable :(
'Oh! Yes. I can "beat" you.'; // comfortable :)
"Do you really think, you can \"beat\" me?"; // uncomfortable :(
"You're my guest. I can \"beat\" you."; // sometimes, you've to :P
'You\'re my guest too. I can "beat" you too.'; // sometimes, you've to :P
Обновление ES6
Использование синтаксиса шаблона литерала .
`Be "my" guest. You're in complete freedom.`; // most comfort :D