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Sociological analysis of the impact of organizational culture as a social technology on consciousness and behavior of people allows to create a scientific and methodological basis for the formation of the concept of organizational culture as a social innovation, the development of practical recommendations for the use of its influence in order to develop innovation activity of the personnel of Russian enterprises in terms of transformation of the domestic economy in the direction of innovation development. The results of this study substantiate the need and technology of formation of organizational culture of innovative type at Russian enterprises in order to improve their efficiency and social orientation, ensuring competitiveness. The main theoretical and practical results of the study contribute to a deeper understanding of the nature and mechanisms of interaction between organizational culture and social management, the search for optimal models of social management based on organizational culture. They reflect the statement of a new paradigm of management, based on the increasing role of the human factor in improving the effectiveness of the organization.