Plan for the river (first to act)

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Party Poker 2/4 Hold'em (10 handed)

Preflop: Hero is SB with A[img]/images/graemlins/club.gif[/img], J[img]/images/graemlins/spade.gif[/img].
UTG folds, UTG+1 folds, UTG+2 calls, MP1 folds, MP2 folds, MP3 folds, CO folds, Button calls, Hero completes, BB checks.

Flop: (4 SB) J[img]/images/graemlins/club.gif[/img], 6[img]/images/graemlins/heart.gif[/img], 2[img]/images/graemlins/diamond.gif[/img] <font color="blue">(4 players)</font>
<font color="CC3333">Hero bets</font>, BB folds, UTG+2 calls, Button calls.

Turn: (3.50 BB) Q[img]/images/graemlins/club.gif[/img] <font color="blue">(3 players)</font>
<font color="CC3333">Hero bets</font>, UTG+2 calls, Button calls.

River: (6.50 BB) K[img]/images/graemlins/diamond.gif[/img] <font color="blue">(3 players)</font>
What is the plan on the river here?