He heuristic potential of Social Phenomenon and Concept in social-philosophic research is shown in the article. The Social Concept is represented as a backbone notion of nonclassical social philoso-phy. The authors believe that in non-classical social philosophy the concept of Social expresses a specific way of human being-in-the world. At the same time the Social was perceived traditionally as anti-human: as an impediment, an obstacle to all manifestations of human in the person. The authors realize that the human foundation of sociality is exposed constantly to risks in reality and to doubts in theoretical estimates, up to the declaration of anti-human nature of the Social. The purpose of the article is to show that the Social, despite the existence of the alienated forms, has its own humanistic potential as the product and the subject of human activity. Human potential of the Social extends in its metaphysical component. It correlates to the metaphysics of human nature and develops it in the direction from a super-sensual rationality minimum to the Absolute maximum. The analysis of social-philosophical prospects of the Social phenomenon are disclosed methodologi-cally in the context of the metaphysics of negativity. The authors show possible options of the human meanings of Social in the conditions of its crisis by means of aestheticization of social life forms of the modern person.