Yes, to reverse shaping, do the bind-offs on the wrong side row in this case. I generally think of a sweater having an armhole edge and neck edge. If I'm working on the correct edge for that side of the sweater, it makes it easier to make sure I'm doing it right than thinking about 'wrong side' and 'right side.'
When you do the three-needle bind off on the shoulders you'll love it. It makes the best shoulder seams!