Yep, part of the problem with our system is voter apathy — special interest groups (people who will “do what it takes”, like you said) have a tendency to take over simply because they’re more motivated to figure out the nuts and bolts of how politics work.
Some will argue that the effort these people put in makes them more deserving of political changes in their favor, but if you think about what that really means, the end result is creating a professional political class who isn’t beholden to the general populace in any way. Do we really want lobbyists to run the entirety of our country?
Much of politics is tedious and boring — if you watch C-SPAN for a few minutes that part is pretty obvious. The media does occasionally try to inspire people to make their voices heard, but given that their primary motivation is to entertain, there’s only so much they can do.
Social media is in a unique position because much of what we do online is interactive. If people have the option of being able to vote on the outcomes of things that they use everyday, even if it’s in regards to relatively minor matters, they’re more likely to understand what exactly it means to vote on something — anything. Kind of the sad thing about our society is that we rarely get the opportunity to actually vote, so when the political season rolls around we tend to be wholly unprepared. I’m hoping that building a few features around the idea of the electoral process will help fix some of that.