Trey Pennington, a well-known social media personality, died Sunday in Greenville, S.C., of an apparent suicide.
Pennington ran a consulting practice, blog and online radio show. He maintained presences on all of the top social networks, including Twitter, Facebook and Google+.
The local NBC affiliate, WYFF, in Greenville tells us that police had confirmed a man killed himself in a church parking lot earlier Sunday. As of 6:45 p.m. ET, the coroner had not released the identity of the body, but a member of the news staff there said they had heard from multiple sources that it was Pennington.
UPDATE 9:30 p.m. ET: Greenville County authorities have officially confirmed that it was Pennington.
Many of his friends and fans have turned to the web to mourn, as news of his death spreads. People have commented on Twitter and Facebook about the tragic loss and the role of online and offline friends -- a sentiment Pennington himself mentioned in his last tweet. It was sent late Sunday morning.