The paper is focused on appreciation of natural potential and social networks in rural areas through social services. This issue is researched on the case of formalised social inclusive activities. Using secondary analysis was created original set of information about these activities within rural municipalities in the Czech Republic. The results of primary research show, that high natural potential is reflected by rural inhabitants. However, this potential is not often connected with realisation of social inclusive activities. If local actors realise these activities, it is within localities where local communities dispose with higher sociocultural potential – especially bridging social capital.