Abstract: Parents are considering many sources of information when selecting a private school in South Africa. The aim of this paper is to determine these sources of information and the relevant importance thereof. The research methodology was exploratory and quantitative in nature with respondents from thirty private schools surveyed in the study with a total of six hundred and sixty nine respondents. The analysis used was descriptive statistics as well as factor analysis. Nineteen (19) information sources were identified with social media indicated as a less preferred choice of information source. The opportunity however for private schools lies in social media as marketing tool.