I love to be scared--big Stephen King fan for decades. In Hex, author Thomas Olde Heuvelt outcreeps the King, and I mean that in the nicest way possible.
I'm also from the Hudson Valley area (where the American version of Hex is set). Heuvelt nails it, getting the feel of a region where you sense something very old can still exist not too far away from your modern world.
Social media versus a centuries-old curse--it sounds as though it'll be a lark, but you'll be keeping the lights on long before you finish Hex.
Hex by Thomas Olde Heuvelt (Tor). Recommended by Rosemary at Quail Ridge Books Raleigh NC