University competition, especially private universities during the Covid-19 pandemic, was very tight. The impact of the Covid-19 pandemic is not only on health but also on the economy and education. Some parents of students experience economic difficulties, so that several universities have experienced a decline in students and prospective students. The selection of study programs is a new problem for prospective students because many universities are closed and only open student admissions online in the current pandemic era. Higher education is required to be able to implement effective marketing strategies through promotion. This study aimed to see the impact of social media and Word of mouth on selecting study programs at private universities. This research design uses a quantitative research approach with a survey method. The survey was conducted on 215 students from several private universities in Palembang City, Indonesia. The data analysis technique was performed by multiple regression analysis. The results showed a positive and significant influence from social media and Word of mouth on choosing a study program at a private university in Palembang City. The digital era has demanded universities to carry out all their activities online so that social media is an effective means of promoting higher education. Student satisfaction felt during lectures will convey information by Word of mouth and recommend their choice of the study program to others. Private universities that rely on student funding are expected to build communication through social media and Word of mouth.