JJ set on flush board.

[King_S]

My play:

Bet the pot on the flop.

Bet less on Turn(~$10)

Check, <insert your decision based upon read of player> to his likely River bet.

My critique:

River bet is a spew. Your 2/3 pot-sized bet on the Turn indicates to me that you're committed. By playing this hand poorly on the Turn, then terribly on the River, you've decided to put all of your chips in the middle with negative expectation.

Summary
-Pot the Flop
-1/2 pot-sized bet Turn
-check/call OR fold the River