The article is devoted to a problem of formation of new system of social service, relevant for Russia, covering a general population. In these conditions the new tasks are set for management of social work. They are connected with creation and introduction in practice of social work of new technologies of work with elderly people who will be directed not only to the solution of the existing social problems, but promoting involvement of pensioners in a "active" old age. At the description of regional experiment of Krasnoyarsk Region on introduction of innovative technologies the analysis and synthesis, logical and complex approaches are used to assessment of level of social service of the elderly. In work, it is shown that the faces of the senior generation are the unprotected social group of the population of Russia. By the way it is added also the financial problems. As a solution of this problem, innovative approach is offered to the organization of social service of the elderly in management of social work of Krasnoyarsk Region. The regional experience will promote the choice of optimal model of management of social work. © 2018 International Strategic Management Association. All Rights Reserved.