Underdogs are often in the best position to do things right.

That’s what I’ve been seeing at Spring Nextel, the beleaguered wireless player in a space dominated by AT&T, Verizon and T-Mobile.

Despite having retail stores that resemble 1970s-era bus depots, iffy network coverage in rural areas and a lack of sexy gadgets like the iPhone, Sprint Nextel is getting a few things right:

• Pre-paid businesses that operate on the Sprint network, like Boost and Virgin, are going strong

• Adoption of Google Android-ready devices offer a welcome alternative to those who have not pledged their lives to RIM or Apple

• Customers actually have a voice thanks to Sprint’s commitment to social platforms

Led by Dan Hesse — a CEO known for accessibility to employees and partners, and for starring in the brand’s TV spots — Sprint has attracted a large Facebook following of 165,000+ fans, with whom the company engages using tools like a vanity video upload tool. Fan posts and comments are plentiful, and Sprint quickly enters the dialog to when queries are lobbed in its direction.

The latest social media extension for Sprint is the creation of a Twitter feed — @sprintcare — that acts as a giant fire extinguisher for smoldering service issues.  Richard Pesce, who manages social media and digital communications, for Sprint Nextel, chatted with me at a recent BDI event about how the company is successfully using Twitter.

Along with brands like @jetBlue, @southwestair, @comcastcares and @americanexpress, Sprint has made it convenient for customers who would prefer to be a VIP in social media rather than calller number 652,985 in a queue at a generic call center.  Social customer relationship management is in its infancy, but efforts like these are important first steps.