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Since Facebook removed the possibility of "Like-Gating" (requiring users to Like your brand to enter a contest), this is only possible on Instagram.
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They just wanted to win the cash or TV you set as your prize. Otherwise you'll generate a bunch of contacts and social media Followers who have no real interest in what you sell. Be sure your prize is exclusively valuable to your target market.
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Make it one of the steps to entering (even if it's not technically required). With a good Valentine's Day contest, a good portion of the promotion should be done through your own Fans and Followers. Ask people to share and spread the word.Don't try to embed your rules on the page itself as it'll be too much content. Link to this page from your contest page. Write your "Rules and Regulations" and add them to a separate page of your website.
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Don't mess around with people not knowing how to enter. Make it obvious and clear, even if you think it's self-explanatory. Offer a step-by-step walkthrough to entering.Make your headline short, simple, and feature the prize (ideally the prize value, as well).Your prize needs to stand out and look worth winning, and a good photo is the best way to make it happen. Invest in a camera that can take high-res and teach yourself enough photoshop (or get some in-house) to ensure your shots look professional.
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10 Valentine's Day Contest Best Practices