We are an Educational, K through 12, publisher and so we know that Valentine's Day is an event in schools.  So we do a blog each year on the history of St. Valentine and how the day came into being, and Valentine trends through the centuries (started in Roman times so, it's a old one!) Then we bump this on our Facebook page and our 53,000 friends, most of whom are in schools, can borrow our copy for their school newsletters.  We get a bouquet of shares for our Valentine's Day gift!  Very satisfying!