I have increasingly started to think that there isn't such thing as a "creative best practice in a digital age" and that proclaiming something as such is merely advertising talk. First, the idea of the "best practice" inherently contains replicability. It contains a certainty that, all things being equal, the results are always going to be the same. For this to happen, the environment needs to be stable, predictable, and controllable. Then, there's also measurability: deciding in advance on criteria for measuring success, and applying the same criteria across the entire environment. Tricky. Oh yea, there is also comparability. How is best practice compared to other, not-so-best ones? To claim that A is more successful than B, A and B need to be the same in all aspects except a single one, which critically contributes to the success of A vs. B. 

Just because some effort turned out to be a success - or because we proclaimed it as such post-fact -it doesn't make it the best practice. Why? Because digital environment relies on principles that exclude the very idea. You can't have it both ways.