In a sales organization you can tie people upto a similar performance incentive structure, because everyone (the majority) sell. The key being, the people you are incentivizing should have the ability to move the story forward. I find it odd about the entire co's bonus being attached to social, when the entire co is not allowed/designed to 'do social'.

What is the point of incentivizing gmail/maps/apps/search to do social? (some social widgets make not a coherent social strategy).

Its a textbook wrong move. May be implementation details differ - but that info is available in the article