The problems of activation of social potential in terms of overcoming economic crisis are examined. An idea that pluralism of ownership forms opens possibilities for development of multiple organizational and legal forms of management, which creates objective foundation for various forms of economic activity, is substantiated. In this respect theoretical analysis of the essence of social potential activation process is extended and its segmentation into labour, social, innovative and enterprise activity is provided. Approaches to its development and adjusting of economic activity are proposed. 

social-labour potential, activation, development, adjusting