JJ UTG vs SB - what are the good lines here? (1st hand post)

As I mentioned, first hand post after an intial delurk...hoping (and needing) to learn a lot here...

SB is 42/6/1.5 after 48 hands
Hero is 17/8/3 after 48 hands

Cryptologic 2.00/4.00 Hold'em <font color="#0000FF">(10 handed)</font> link

Preflop: Hero is UTG with J[img]/images/graemlins/heart.gif[/img], J[img]/images/graemlins/spade.gif[/img].
<font color="#CC3333">Hero raises</font>, <font color="#666666">7 folds</font>, SB calls, <font color="#666666">1 folds</font>.

Flop: (5.00 SB) K[img]/images/graemlins/club.gif[/img], 6[img]/images/graemlins/heart.gif[/img], 9[img]/images/graemlins/club.gif[/img] <font color="#0000FF">(2 players)</font>
SB checks, <font color="#CC3333">Hero bets</font>, <font color="#CC3333">SB raises</font>, Hero calls.

Turn: (4.50 BB) 4[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">SB bets</font>, Hero calls.

River: (6.50 BB) A[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
SB checks, Hero checks.

Final Pot: 6.50 BB.
Results in white below:<font color="#FFFFFF">
SB has 5h 9h (A Pair of Nines, Ace high)
Hero has Jh Js (A Pair of Jacks, Ace high)
Hero wins 6.19 BB.
</font>

I'm clueless, and wondering what lines I should be using in this type of situation.

Should I have reraised the flop? If so, and he caps or calls, then...turn...river action?
If his VPIP were lower, how would that change those things...?
Should I have bet the river as it was played (wondered about a busted flush/straight, but fearing that I'm being encouraged to bet when he's holding K or A)?