Historically one has had to wait 3-5 years for citation metrics to start trickling through for a given paper you have published. The metrics on this dashboard are real-time. You can upload a paper to Academia.edu, and see 24 hours later that you have 100 views. As scientists get used to knowing the real time metrics around their research, they will never go back. Real-time metrics around distribution will be, from this point onwards, a permanent feature of the scientific process.
I would question your assumption that academics have not heard of Academia.edu. 1.7 million academics have signed up, and around 3,500 join each day. It's one of the largest research sharing platforms on the web, with more than ten times the traffic of, say, ArXiv.
So again, I think it's great what you're doing, but to cast yourself as the leader of this movement is kinda like publishing a paper and not citing any prior work.
If people are really interested in this kind of thing, I recommend altmetrics.org and #altmetrics
(I work for Mendeley)
Mendeley's Institutional Edition is completely different. It's an analytics tool for libraries, not for individual scientists.
Edit: Rephrased as a general question.