Social media is a potential tool to promote the active engagement of elderly individuals in online communities. Technological advancement in developed countries has spurred interest to improve the quality of life of individuals as they age. This cannot be said in the developing countries like the Philippines, where the digital divide is apparent. This work investigates how technology use, particularly social media, can promote active ageing among Filipino elderly. The paper presents the results of a study conducted among 168 elderly volunteers living in an urban area located in a country experiencing first-level digital divide. Using the lens of social cognitive theory, this quantitative study is directed to examine the personal, environmental and behavioral factors influencing the continued use and non-use of social media among the elderly. Results show that majority of the elderly in the urban area in the country are experiencing first-level digital divide. However, the paper also discovered that some elderly social media users actively participate in photo and video sharing, social networks, internet forums, and product reviews and ratings. The findings suggest that the obvious predictors of active use/behavior of elderly on social media are influenced by age, highest educational attainment, and capacity to own and access technology. These facilitate social bonding with their strong-tie relationships. To narrow the elderly’s digital gap, a proactive stance needs to be taken to prepare technological and social structures to allow the next generation of the elderly to practice active ageing.