Online surveys often present an attractive approach to data collection from a cost perspective however the poor response rates that typically accompany this mode make it less appealing from a Total Survey Error (TSE) point of view. Low levels of engagement with online research can also be concentrated in specific demographic groups, which can introduce concerns about the representativeness of responses. The Quality Indicators for Learning and Teaching (QILT) research program is composed of three national, higher education surveys: the Student Experience Survey (SES), the Graduate Outcomes Survey (GOS) and the Employers Satisfaction Survey (ESS). A key challenge for the SES is to achieve sufficient responses in each field of education to allow the data to be reported reliably. Potential mode effects and budget constraints severely limits the use of telephone non-response follow-up. For the 2015 SES, a campaign-style promotion strategy using social media was implemented to support the SES. In conjunction with traditional response maximisation activities, the 'campaign' contributed to an increase in the response rate of more than 7 percentage points. The use of social media to support large-scale surveys will be discussed in the context of more mainstream approaches to response maximisation.