LOL!
The board is A
Q
8
8
K
, you bet the river with J
10
and are wondering what went wrong?
Really? I can list more than 100 hands that beat you.
With villain betting flop and check/calling the turn - any river bet here without at least a flush is spew. And even if I've got the flush, I'm not certain it's the best hand.
The whole point of playing the button is to maximize your profit when you're best and lose the least when you're not.
River is an easy fold to c/r.