QQ on a coordinated board

PokerStars 0.50/1.00 Hold'em (10 handed) converter

Preflop: Hero is MP3 with Q[img]/images/graemlins/heart.gif[/img], Q[img]/images/graemlins/diamond.gif[/img].
UTG calls, UTG+1 calls, <font color="#666666">1 fold</font>, MP1 calls, <font color="#666666">1 fold</font>, <font color="#CC3333">Hero raises</font>, <font color="#666666">3 folds</font>, BB calls, UTG calls, UTG+1 calls, MP1 calls.

Flop: (10.50 SB) 7[img]/images/graemlins/heart.gif[/img], K[img]/images/graemlins/diamond.gif[/img], J[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(5 players)</font>
BB checks, UTG checks, UTG+1 checks, MP1 checks, <font color="#CC3333">Hero bets</font>, BB folds, UTG folds, UTG+1 folds, MP1 calls.

With the checks around to me, this seems to be an auto bet. bring the diamond draws along for the ride...agree?

Turn: (6.25 BB) J[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>

MP1 checks, <font color="#CC3333">Hero bets</font>, MP1 calls.

Obviously playing this limit the vilain will have a Jack every once in a while. with the check into me i feel i need to bet again against any draws. Without getting check raised, its safe to say he doesnt have a jack.

River: (8.25 BB) A[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>


Easily the worst card that can fall at that point. What is the play if
A) vilain checks
B) vilain bets

Thanks for the input